• This was a truly breakthrough concept: a stationary bike that leans. Engineered to activate the core, simulate real-world cycling, and inject a sense of motion into home fitness, the product stood out from typical offerings. But in a market crowded with bikes focused on stats, screens, and streaming content, it needed a name that conveyed a more visceral, physical experience.
Our mission was to develop a name that captured the essence of dynamic movement, muscular engagement, and contemporary performance—without resorting to cliché or overhyped tech jargon.
The solution: VeloCore: a fusion of “velo,” the timeless shorthand for cycling, and “core,” a direct nod to the body’s powerhouse the bike aims to tone. The name strikes a balance between energy and credibility. It’s rooted in performance language yet feels modern and approachable—not clinical or flashy.
VeloCore communicates the product’s signature feature—its lateral lean—while remaining versatile enough to scale across digital experiences, product ecosystems, and brand messaging. Supported by strong visual identity and launch strategy, the name helped position the bike as the centerpiece of Bowflex’s brand evolution—driving media buzz, winning industry accolades, and capturing consumer attention as the first indoor bike that moves with you, not just beneath you.
