Keiser Corporation is a global leader in the design and manufacturing of Dynamic Variable Resistance fitness equipment which uses compressed air instead of iron mass to deliver safer, more impactful workouts at-speed. As a sport science pioneer for over four decades, nearly 80% of professional sport franchises use Keiser’s equipment worldwide. Despite its engineering and design prowess, Keiser lacked recognition among general consumers, having never marketed itself to a mass market. Hoping to change this, Keiser turned to Plan B.