Michelle Bridges appoints The Works to handle strategic brand review ahead of push in the U.S.

Australia’s most famous personal trainer, Michelle Bridges, has appointed The Works to oversee a strategic brand review of her rapidly expanding business empire ahead of a major push into the US market.

Bridges who is most well known as the straight talking red team trainer on Network Ten’s The Biggest Loser, has seen exponential growth of her 12 Week Body Transformation (12WBT) program and has also launched ONEactive by Michelle Bridges, a range of exercise apparel and equipment that is available through BIG W.

The Works was hired following a competitive pitch to carry out a strategic review of the Michelle Bridges brand and develop a unified brand and design platform ahead of plans to enter the competitive American weight loss and exercise market.

Says Bridges: “As we push ahead with plans to move into new countries it was time for us to look at the brand, where it is positioned in the wellbeing, fitness and health space and where it is heading over the coming years.

“The Works’ experience in strategic branding drew us to them and we’re looking forward to working with them.”

The win of Michelle Bridges follows a successful rebranding by The Works of ticketing service Moshtix and brand strategy work with Woolworths-owned fine wine auction and exchange site Langtons earlier this year.

Says Douglas Nicol, creative partner and director at The Works: “The Michelle Bridges brand is a strong one that has experienced rapid growth across its various businesses. But as is common with most new enterprises a unified brand strategy and identity often gets forgotten in the mission to deliver and maintain that success.

“We’re working with Michelle and her team to deliver a comprehensive strategic brand repositioning as well as a new look and feel that will propel the business to continued growth not only in Australia but other international markets.”