In March of 2013, I accepted a marketing/design position at Seattle’s FloScan Instrument Company, the parent entity of RacerMate, Inc. With nearly 40 years in the indoor bike trainer industry, RacerMate’s CompuTrainer is unrivaled.
Countless top athlete endorsements, a nearly indestructible product, and a moneyback guarantee in cycling power improvement should have made selling a breeze, but with dated marketing strategies and an increasingly crowded industry, the company was in desperate need of a modern overhaul. I worked closely with the Sales team to understand our product, our field, and our customers.
I came onboard as part of a trio of marketing and design specialists, and immediately got to work on updated print collateral to illuminate the complex science behind our award-winning trainer.
With a few brochures, flyers, and magazine ads under my belt, our team quickly turned our attention to an ailing website, weak brand, and lackluster online presence. With 4 months and a tight budget, I headed a 3-man team that successfully launched a brand new RacerMate website in the Summer of 2014. A professionally produced advertising video quickly followed, a hopeful turn in the trajectory of RacerMate and CompuTrainer.
With the new website breaking $200,000 in sales in hardly a month, and most of the kinks worked out over the course of a few weeks, our primary goal was to put out as much marketing material as possible to make up for lost time. Our team worked hard on scripting, pitching, and overseeing the production of our first product overview video in the last decade.
Our team’s major upcoming projects include overhauling the CompuTrainer/RacerMate Facebook and Twitter profiles to match our new look, and a detailed timeline section to highlight our little-known “first in the business” history. It’s not an exaggeration to say that RacerMate invented the indoor cycling industry, and it has been my goal to see that this towering fact becomes common knowledge.
The bicycle and indoor trainer industries are still heavily marketed through expos and trade shows, so my first major task was to work with the CEO and product inventor, Wilfried Baatz, in correctly describing the physics and science behind our products.
We soon began covering news of sponsored athlete wins and podium sweeps. It’s not hype: CompuTrainer has more podium finishes than any other trainer in the world by a wide margin. Scope some of my work below.