F45 Taps Pro Retail Agency BDA for Branded Merchandise
BDA has worked with brands such as Major League Baseball, Johnson & Johnson, The Home Depot, NBC and Mercedes-Benz
F45 Training has partnered with Bensussen Deutsch & Associates (BDA) to create a new line of merchandise to be sold on F45’s website and at its functional fitness studios. In recent months, the company has taken numerous steps to refresh its approach and image in the fitness industry, including naming a new CEO and appointing Mark Wahlberg as brand ambassador.
BDA will provide the Wahlberg-backed F45 with accessories and clothing such as gym bags, water bottles, performance shirts, shorts and loungewear. Brian Killingsworth, chief marketing officer at F45, commented that selecting BDA was a natural fit.
“We know new members and F45 devotees will appreciate the fashion-forward, functional approach of our new retail offerings that you can wear from the studio to the street,” Killingsworth said.
BDA has vast retail experience, working with brands such as Major League Baseball, Johnson & Johnson, The Home Depot, NBC and Mercedes-Benz.
“F45 is one of the most exciting and recognizable brands in the rapidly growing fitness industry,” said Jay Deutsch, CEO and co-founder of BDA. “F45 is known for its core focus on function and innovation, and our branded merchandise reflects this mindset. Our new line of F45 gear and accessories will allow members to showcase their passion and commitment to the brand in and outside of the studio.”
The 30-piece collection is available now at shop.f45training.com and at studios worldwide. F45 confirms it will add additional pieces based on feedback from members and franchisees.
F45’s new merchandising endeavor comes on the heels of the function fitness franchise partnering with Uberall, a Berlin-based marketing platform, to ramp up its digital marketing presence. Since working with Uberall, F45 has reported an increase in map and search impressions.
While F45 believes it can reach its goal of doubling in size over the next two years, it has had several challenges and shake-ups in recent months.
The New York Stock Exchange issued F45 a non-compliance notice in May for failing to meet its listing standards due to the average closing price of its shares being less than $1.00 over a 30-day consecutive trading period. The functional fitness company also delayed its financial filings for the fiscal period ending March 31, 2023, citing the need for additional time.
F45 also saw its former interim CEO Ben Coates and co-founder Adam Gilchrist. resign from the company’s board.
