Irvine, Ca — Executives at Star Trac aren't just making more widgets, putting out another new product or coming up with a new theme for the company's catalog. After many months of evaluating the company and the industry, Star Trac wants club operators and the public to expect different when it comes to fitness, which is why the company came up with its Expect Different campaign.

The rebranding was created in response to the worldwide health and fitness crisis, says Steve Nero, president of Star Trac.

“Leadership is void in this industry, and most companies are turning out the same thing and squeaking out the last dollar,” he says. “We want to drive change and be a leader in that change.”

Star Trac unveiled how the company will deliver on its Expect Different campaign at its newly designed booth at the International Health, Racquet and Sportsclub Association trade show last month in San Diego.

“The new booth and the new messaging are just the tip of the iceberg,” says Keith White, director of global branding for Star Trac. “[The campaign is] driving product development. It's affecting the way we interact with our employees, sales channel, customers, vendors, partners and consumers. And we hope, with the help of many more people, it will be the rallying cry that helps change the world.”

The campaign's Web site, www.expectdifferent.com, will re-launch with content for consumers and fitness professionals that will educate and inspire active lifestyles. Star Trac is also partnering with organizations that share the vision, White says.

“We can't just say we're different; we have to start showing it,” he says. “This requires a significant commitment by the company and our employees to make it happen, to embrace change and to think outside the box. It's clear to us that something desperately needs to change. The world is in crisis mode, and we're motivated to do something. I speak for all of Star Trac when I say we are ready to deliver on Expect Different.

Want to use this article? Click here for options!
© 2012 Penton Media Inc.