Whitney Provost
​
Rebranding a Legacy Leader:
How BODi Created a New Category of Health & Fitness
Case Study: Reinventing a Legacy Brand in a Crowded Market
​
For over two decades, Beachbody was the leader in home fitness. But as the industry evolved, high-profile newcomers began to overshadow the brand, and consumer expectations shifted.
The fitness category had long been dominated by appearance-based marketing—pushing physical transformation as the ultimate goal. But this approach was failing people. Fitness and nutrition plans often led to a cycle of self-judgment, comparison, and imperfection-driven dissatisfaction.
We knew it was time for a radical shift.
The challenge? Reposition Beachbody in a new white space while changing its name to BODi—all without losing the brand’s legacy audience.
Strategy: Creating a New Category—Health Esteem
Instead of competing in the crowded fitness and weight loss space, we created a new category: Health Esteem.
Health Esteem recognizes that fitness and nutrition should be a path to feeling good, not just looking good. Traditional fitness marketing forces people into a cycle of starting over every Monday, chasing an impossible ideal. We broke that cycle with a simple but profound belief:
You don’t need to change to be worthy of self-care. You take care of yourself because you’re worth it.
This shift meant rewriting the industry’s playbook. Instead of before-and-after transformations, we focused on real people, real progress, and self-acceptance at every stage. Instead of pressure and guilt, we emphasized joy, sustainability, and personal fulfillment.
Key strategic challenges we tackled:
-
Rebranding while retaining brand equity: A complete name change from Beachbody to BODi meant carefully balancing old and new branding to retain recognition while signaling transformation.
-
Aligning internal stakeholders: A shift this bold needed buy-in at every level. My strong cross-functional relationships ensured alignment across teams, from marketing to product to leadership.
-
Messaging that blended storytelling & performance: The campaign had to inspire, but also drive action. We created emotionally resonant storytelling backed by clear calls to action.
Execution: Crafting the Narrative & Leading the Creative Team
As the lead copy strategist, I worked directly with the CEO to shape BODi’s brand positioning, messaging, and creative vision. I wrote the foundational copy that set the tone for the entire brand and guided my team in executing it across channels.
Key campaign elements:
-
"You Will Fail” campaign: A provocative, category-defining message that challenged fitness industry norms. This was featured across TV, radio, social media, CRM, and the homepage, driving engagement and sparking conversation.
-
A confident, supportive brand voice: A bold, empowering tone that struck the balance between real talk and real support—a departure from fitness clichés.
-
A visual identity rooted in realness: We moved away from hyper-idealized bodies and instead showcased diverse, real people achieving real goals.
-
Omnichannel execution: The rebrand came to life across all touchpoints, ensuring a seamless brand experience.
​
Results: Breaking Through the Noise & Driving Engagement
Some longtime customers resisted the shift, while others embraced it fully. But the impact was undeniable:
​
-
+40% increase in social media engagement, reaching all-time highs for views and comments.
-
96.2% customer retention rate.
-
Named Best Workout App Overall by CNN Underscored.
Key Takeaways & Lessons Learned
-
Rebranding is a delicate balance. A full reinvention can alienate existing customers, while a half-step forward won’t capture new audiences. Defining who you are and what you stand for is critical.
-
Category creation requires storytelling that challenges norms. To make Health Esteem a movement, we had to redefine the problem first—shifting the industry narrative from “fitness for weight loss” to “fitness because you're worth it.”
-
Brand transformation isn’t just external. Getting internal stakeholders aligned is just as important as customer perception.
My Approach to Brand Transformation
At the heart of every successful rebrand is a clear vision, a compelling narrative, and a relentless focus on execution. My approach blends big-picture strategy with hands-on creative leadership, ensuring that brands don’t just evolve—they lead.
