TRUE has been making high-quality fitness equipment for homes and gyms since 1981. They’re dedicated to building innovative products and features that push the limits of traditional cardio and strength equipment, always with their customers’ needs at the center.

Brand Strategy

Even with a sterling reputation in the home fitness category, TRUE struggled to make a name for itself in the commercial space and stand out among well-known players like Life Fitness and Precor. Through in-depth interviews with TRUE stakeholders, an online survey of their advisory board and an extensive competitive audit, UPBrand identified TRUE’s real point of difference: integrity.

We crafted a new brand promise and key attributes to serve as a foundation for all future communications.

Brand Identity

To visually communicate the refreshed message platform, UPBrand created a clean, modern logo. The triangle mark represents a mountain, symbolizing a strong foundation based on integrity, as well as an ongoing journey to help customers achieve their business and fitness goals. The negative space implies a path and provides an homage to the previous logo in a contemporary way.

Signature Style

In a competitive environment full of unattainably chiseled physiques and intimidating dark tones, TRUE stands out with a fresh, approachable visual style. A vibrant blue and yellow color palette, a clean typeface and angular elements combine to communicate the energy and premium quality of the modern fitness brand.

With industry-leading service at TRUE’s core, UPBrand chose to highlight real, human interactions with fitness equipment that other brands tend to neglect. UPBrand produced and directed a complex photo shoot to capture bright, people-focused photography reflective of TRUE’s friendly personality.

Glad to have team UPBrand. We crushed it. Time to keep the momentum going… Let’s go TRUE!

–David Trulaske, CMO


With a new identity, tone and attitude, the outdated TRUE website needed a complete overhaul to meet user expectations. Based on insights from an in-depth audit, we reimagined the design and user experience of both the commercial and e-commerce sites to make them easier to navigate and manage.

A clean, open visual style offers an inviting feel and refreshed, strategic content effectively tells the TRUE story, while providing SEO benefits.


Following a comprehensive internal rollout, TRUE debuted its new brand with a big splash at IHRSA, the biggest domestic trade show in the commercial fitness segment. An airy, open-concept booth dominated floor space and invited prospective customers to engage with the brand and TRUE staff.

Once attendees arrived in San Diego, they were greeted by airport ads and branded outdoor signage surrounding the IHRSA location, keeping TRUE top-of-mind. UPBrand also executed a comprehensive digital campaign to reach IHRSA attendees before, during and after the show including email, social media, IP address targeting and retargeting. The hyper-targeted approach proved successful, with click-through rates up to 1.02%, compared to industry standards of 0.25%.