Spartan Racing
Global REPOSITIONING and GET
Spartan is a global extreme wellness platform and a premier OCR company. REAL worked directly with Spartan’s CEO and Chief Brand Officer to lead the global repositioning of the brand. We were tasked with identifying under optimized areas for brand growth.
Global Brand Positioning | Spartan Racer Research | Customer Segmentation| Focus Groups
MORE WOMEN
RACING.
#1
20%
#1
FASTEST GROWING COMPANY IN THE US
INCREASE in new racer activations
women's campaign for the company
What we did
We delved into Spartan’s culture, which was uniquely engaging. We studied their business model, value proposition, and growth opportunities. We attended obstacle course races, participated in Spartan rituals like unannounced burpees, and interviewed racers and community members.
Our experience was transformative and inspiring, showcasing Spartan as a lifestyle that integrates mental, physical, and emotional elements. We identified an opportunity to use CLV metrics to optimize spending and target high-value segments. Additionally, we saw potential to attract more female racers by evolving the creative imagery and messaging in Spartan’s marketing campaigns.
We built a global brand strategy and positioning through strategy workshops, focus groups, in-depth interviews, and quantitative research. We also developed detailed personas to better understand our audience and high value, high growth segments. Finally, we designed digital marketing and social media ideas to effectively reach and convert new racers and grow the business.
THE OUTCOME
We repositioned the brand globally and implemented a new segmentation strategy across all platforms. This inspired the development and successful launch of a female-centric creative marketing campaign, which outperformed the male-focused campaign launched simultaneously. We supported the rollout of a new global brand campaign across all markets and channels. As a result, activation of non-racers grew in the first six months.
DON’T TAKE OUR WORD FOR IT
"REAL helped evolve our company into a mega-lifestyle brand. They were able to show us that the brand positioning had to match our enormous mission to change 100 million lives. REAL pushed us out of our comfort zone.'
- CMO, Spartan Racing
