Cybex International is the world's leading manufacturer of premium fitness equipment. However, Cybex wanted to grow its market share and increase awareness of its unparalleled commitment to performance, safety and efficacy. Most importantly, it wanted to energize their brand.

We conceived of and negotiated a 365 partnership for Cybex with NBC's highest-rated show, The Biggest Loser. Through this partnership, Cybex became the official Fitness Equipment Partner of the show, outfitting the on-air gym with more than 60 pieces of equipment. During this season, Cybex's brand appeared in virtually every moment shot in the gym. In fact, during the very first segment filmed on the Ranch, trainer Bob Harper introduced the new contestants to the gym by saying, "Get on that Cybex Arc Trainer."

This partnership also made Cybex the exclusive Fitness Equipment Partner of The Biggest Loser Resorts. This component strengthened Cybex's ties with The Biggest Loser brand, and it also provided Cybex with a new and growing client.

As part of the partnership, Cybex will roll out The Biggest Loser Arc Trainer—the consumer version of Cybex's flagship trainer. This enables Cybex to move into the consumer market with the advantage of being aligned with an extremely strong and highly established consumer brand, The Biggest Loser.

To support all these efforts we developed a Cybex-The Biggest Loser website. We also redoubled the company's interactive and social media efforts and focused them on the Cybex's partnership and presence with The Biggest Loser.

Cybex has already seen a sharp increase in both sales and brand awareness and is poised to move into the consumer market early in 2011.