KidStrong is a groundbreaking program designed to help kids build confidence, character and physical skills. While it had a passionate following of early adopters—fitness-minded parents drawn to its empowering ethos—KidStrong faced significant hurdles that slowed its growth and challenged its ability to scale. Something wasn’t working.
Through in-depth audience research, we uncovered powerful truths about parents of kids aged 0–11.
These insights revealed that KidStrong could play a unique role in families' lives: a weekly moment to celebrate kids mastering life skills while strengthening the parent-child bond.
To reposition KidStrong for growth, we carved out a new category where we can play, and others came right along. The KidStrong brand has always had a certain swagger to it that we didn't want to lose and with this new positioning we took the success from the past 10 years and mixed it with the new insights from our Balanced Barrier Breakers.
This brand evolution has positioned KidStrong as a category-defining experience in child development, bridging the gap between physical fitness and life skills. Parents now see KidStrong as more than a gym—it’s a transformational experience for their family.
Watch the video below to see how all brand elements work together to tell a powerful story in less than a minute.