Engine Creative’s NGN LAB Wins Home Fitness Brand Bowflex

NGN LAB, Engine Creative’s newly established social media unit, has won its first client, US home fitness provider Bowflex, with a brief to strengthen the brand in the UK. 

Bowflex, owned by home fitness manufacturer Nautilus, Inc., offers a wide range of connected fitness solutions for the home, and has achieved considerable success as an established brand in the US. 

NGN LAB will create a social-first UK launch promoting the brand’s products starting in December. The brief is to grow the Bowflex audience and deliver a seamless digital experience from editorial storytelling through to social commerce. The launch comes as the rapidly growing fitness market explodes and brands try to capture the hearts and biceps of fitness enthusiasts.

Dean Jackson, UK Managing Director at Nautilus, Inc explained: “We really look forward to working with NGN LAB as they genuinely understand how to create an impact through social platforms and are as passionate about making the marketing as much a success as the products themselves.”

Matthew Harrington, Head of NGN LAB added: “Digital fitness is one of the most exciting areas we could choose to work in right now. Covid has had an enormous impact on the way we work out and has amplified even further the importance of fitness and health. 

“Bowflex offers the very best-in-class equipment for working out from home, and we’re delighted that they have asked us to create the right strategy and storytelling to bring consumers on their journey.”

Launched by Engine Creative in September, NGN LABS has a goal of driving growth for brands through social first content and commerce. The unit is also tasked with enhancing social creativity and innovation across Engine’s wider creative output. 

NGN LAB is headed by Matthew Harrington, hired by Engine as head of editorial and brand partnerships. In his new role, he will also lead and develop brand partnerships as a key part of Engine Creative’s integrated advertising offer.