The BowFlex SelectTech Kettlebell
Building on the success of our SelectTech adjustable dumbbells, the BowFlex product team worked with fitness experts to design a new adjustable weight kettlebell.
Research
If we wanted to nail the marketing, we, as a team, had to really get to know the kettlebell. We attended kettlebell studio fitness classes and even brought in an expert in kettlebell training. The kettlebell was growing in popularity and provides a very versatile workout—especially when it’s adjustable.
Planning
With small marketing budget we needed to get creative with our product launch. I established a cross-functional GTM planning meeting, ensuring that everyone from product marketing to customer care was in sync with our launch strategy and timing.
To drive engagement and education, we created tutorial library covering proper form and short workout videos—available on our product webpage. We used this content as the cornerstone of our marketing campaign, highlighting this free content through our social and email channels.
My role ensures that we stayed on brand, messaging was aligned, and the customer experience—from sales to post purchase—was consistent and true to brand promise.
Launch
The SelectTech Kettlebell has received numerous awards and highly rated reviews from publications such as Men’s Health and Men’s Journal.