Transforming a Legacy: BODi Rebrand
The Challenge
Rebrand Beachbody, a 25-year-old fitness company perceived as outdated and overly focused on physical perfection, to reflect a more modern, holistic approach to well-being.
The Approach
I led the 360° transformation to BODi, shifting the narrative from idealized physiques to long-term health and vitality. I oversaw a comprehensive update of all consumer touch points and optimized performance creative in paid media, ensuring the new brand vision resonated with both existing and new audiences.
The Results
The new BODi brand earned praise from CNN underscored and Good Housekeeping, a 96% customer retention rate, and drove remarkable improvements in NPS and CSAT scores across all metrics, YoY. Paid media also improved across all channels, including a 40% reduction in CAC and a 50% increase in revenue.
My role: VP, Creative at BODi
Creative Leads
Agency: JD&Co., Cat Wyatt, Dakyung Lee, and Liz Yoon
Design Lead: Richard Tassone
Copy Lead: Tricia Mirchandani
Photographer: Aaron Smith