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Forever Fit by Denise Austin

Designed by Kaleidoscope, United States.

Forever Fit by Denise Austin is a new line of hand-held fitness equipment sold exclusively at Rite Aid.

This category was developed to appeal to baby boomer women who recognize fitness as the key to wellness. Based on a deep understanding of this lifestyle segment and initial consumer insights, Kaleidoscope developed strategic brand architecture to leverage Denise Austin as a trusted fitness authority and created the Forever Fit by Denise Austin master brand.

The segmentation strategy created four key health benefit segments – Balance and Flexibility, Toning and Strength, Heart Health and Fitness Support. These segments were designed to promote simple, safe and effective fitness routines that cater to the consumer’s specific fitness goals. This targeted approach appealed to the baby boomer target through approachable yet sophisticated design and positive messaging.

The strategy has proved highly successful in establishing Rite Aid as the only national drug chain to feature at-home/hand-held fitness equipment in-store.

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