How Life Fitness is winning the race in B2B sales of its new Symbio range [Video]

Life Fitness’s new fitness range takes working out to a whole new level. But navigating complex B2B buyer journeys has been keeping marketing boss Harry Damen on his toes.

The B2B sector is certainly no stranger to complex purchase journeys and, fortunately, neither is Harry Damen, the Netherlands-based director of global product marketing at Life Fitness, who has been tasked with spearheading its latest product launch – the new Symbio range.

Designed for the premium segments of health clubs and luxury hospitality, the new line of fitness equipment aims to once again position Life Fitness squarely at the cutting edge of fitness industry innovation. The story of how Symbio has come to market offers an interesting insight into B2B marketing’s challenges, its power to shape brands and the importance of creating emotional resonance with a highly exclusive target audience.

Repositioning an industry leader

The seeds for the Symbio range of equipment – which incorporates …

Tags Global, Global Branding, Global Digital Marketing, Global Social Media Marketing