The Beachbody Company

The Beachbody Company is the Holding Company for consumer brands like Beachbody, Openfit, Shakeology, and others. They are dedicated to helping people change their behavior to get healthy, long-term results. 

They approached ICR to help distance its own brand from the lead portfolio brand, Beachbody, as they eyed a potential IPO. The primary challenge came when we learned that The Beachbody Company was not open to renaming the Hold Co.; We’d have to create differentiation and clarity for the investment community when the company’s name was contradictory to the notion.

We started by creating an intentionally generic logo for the The Beachbody Company that was designed in a starkly different color palette (red and black) than Beachbody’s (blue). We then wrote and designed a website that was much more corporate than Beachbody’s consumer-focused sites. We made sure to show the breadth of The Beachbody Company’s purpose, mission, science, operations and history so that it was crystal clear that the Company was much bigger than its lead asset. 

The result was a presence that spoke directly to investors and the banks. The Beachbody Company went public in 2021 via a SPAC transaction valued at $2.9 billion.