ICG® Marketing

Design & Marketing

Design and marketing for Indoor Cycling Group, working as part of their design team to launch their new fitness product, the IC7 Indoor Cycle. While assisting with the design of the product, such as the pad printed resistance dial and e-brake, a focused campaign - "Colorful, Powerful, Original" was also developed to launch the product at key trade shows such as IHRSA in the U.S. and FIBO in Germany. The campign was developed to highlight the main features of the product, such as its Coach by Color® training console and Wattrate® technology which work together to give its users a true representation of their efforts.

As well as developing new brochures and advertising materials for fitness magazines, a new website as well as social and email campaigns were developed for promotion and sale of Indoor Cycling products, such as the new ICG® Training App, education and events. A focused trade show presence also helped sell out the product within the first few months of launch. This included the development of a large format advertising banner campaign and stand design at FIBO and also the development of a cycling jersey collection representing each of the 5 training zones incorporated in the product. The jerseys have since been made available to buy from their re-skinned shop platform and sold at Indoor Cycling events.





ICG Marketing - IC7 Colourful Powerful Original Typographical Treatment


ICG Marketing - IC7 Prism Effect
ICG Marketing - IC7 Colourful Powerful Original Anniversary Advert

ICG Marketing - Website & Email Marketing



  • Aspria - IC7 Indoor Cycling Studio
  • Aspria - IC7 Indoor Cycling Studio
  • ICG® Training App Promotion
  • IC7 Indoor Cycle Resistance Dial Design
  • Coach By Color® - Cycling Jersey Collection
  • Indoor Cycling Shop - Site Re-Skin