Case Study
BowFlex
The Red Thread to AI-Led Authority & Conversion
#1 AI shareof voiceAcross competitive fitness set
77% of coverage linkeddirectly to retail pathways
$9.2 millionin attributable revenue
The Ask
Legacy recall coverage continued to dominate BowFlex’s AI search results, overshadowing its current innovations and expanded strength-training portfolio. To reclaim its position as a trusted home-fitness authority, BowFlex needed to shift the online narrative toward product quality and innovation – turning earned media into a demand-driving channel that increased discoverability, trust and sales interest.
The Thread
AI is the new shopfront, with 80% of consumers relying on AI-generated answer summaries for at least 40% of their discovery queries. As consumers turn to ChatGPT, Gemini and Claude for product recommendations, the third-party sources informing their answers matter as much as the answers themselves.
Red Thread PR evaluated more than 200 consumer prompts to understand how BowFlex appeared in AI-generated recommendations, where legacy perceptions persisted and which sources carried the most influence. The analysis revealed that AI recommendations were shaped less by traditional brand coverage than by authoritative reviews, affiliate publishers and buyer’s guides from sources such as Garage Gym Reviews, Tom’s Guide and BarBend. Meanwhile, outdated recall coverage remained a prominent source of information around product durability and reliability.
To change how BowFlex appeared in AI-powered discovery, Red Thread PR would build a stronger ecosystem of current, credible content, connecting earned authority with the sources consumers use to evaluate and purchase products.
The Approach
Red Thread PR developed an AI-informed performance PR model combining media intelligence, targeted media relations, expert thought leadership and affiliate commerce. Instead of chasing volume and impressions, we prioritized the publications, journalists and opportunities most likely to influence consumer trust and AI-generated recommendations.
- Earned Media for AI: Targeted the reviewers and publications most frequently cited by AI platforms through targeted pitching, one-on-one briefings and hands-on product testing. Within 90 days, connected with 68% of the journalists most commonly cited in relevant AI-generated answers.
- Always-On Authority: Positioned BowFlex fitness advisors as expert sources on strength training, longevity, mobility and workout efficiency, expanding authority beyond product-led conversations and reinforcing its relevance beyond the equipment itself.
- Earned + Affiliate Integration: Aligned editorial and commerce outreach around reviews, buyer’s guides, seasonal opportunities and high-intent search terms, strengthening the connection between third-party credibility, AI visibility and purchase consideration.
Ongoing AI visibility analysis helped identify opportunities and refine outreach throughout the program, while human expertise translated those insights into relevant stories, trusted journalist relationships and credible coverage. Rather than trying to erase legacy recall content, Red Thread PR gave AI platforms and consumers a stronger body of relevant, authoritative information to draw from.
Always-On Authority
Thought Leadership & Trending Topics
Is Strength Training or Pilates Better for Building Muscle and Strength? Fitness Experts Break It Down
How Many Burpees Can You Do in 60 Seconds? Here’s What It Says About Your Fitness Level
I find it hard to fit in my runs during the school summer break, so I asked a personal trainer for a 20-minute treadmill workout
5 Morning Exercises That Build Glute Strength Faster Than Squats
Research Shows Just 2 Hours of Strength Training a Week Could Help You Live Longer
“Take the pressure off of what defines a workout”-an expert trainer and busy mom splits her workouts into exercise snacks
Earned for AI Visibility
Product Coverage
Best Home Gym Machines of 2026, Approved by Experts
Best Cardio Machines for Your Home (2026): Expert Tested
The Best 4th of July Fitness Equipment Sales in 2026
38 Best Fitness Gifts for Men in 2026, Vetted by Editors and Trainers
The BowFlex T16 Is a Premium Treadmill That Packs Gym-Style Features Into a Home Model
The Best Father’s Day Gifts for Grandfathers, According to Grandfathers
The Impact
In just six months (from April through September 2026), RTPR helped transform BowFlex’s communications program into an AI-informed performance engine, strengthening brand authority, expanding discoverability and connecting earned media with measurable business momentum.
- #1 AI Share of Voice. BowFlex captured approximately 35% of AI share of voice across its competitive set, securing the leading position across ChatGPT, Gemini and Claude.
- 288 Earned Placements and 6.9 Billion Impressions. The program generated 288 earned media placements, representing 67% year-over-year growth in coverage.
- 74% of placements appeared in national outlets, including Tom’s Guide, Men’s Health, Men’s Journal, Runner’s World and Women’s Health, with an average domain authority of 77/100.
- 2,500%+ Growth in Fitness Advisor Visibility. By elevating BowFlex’s experts across broader fitness and wellness conversations, the brand’s authority expanded beyond product coverage and reinforced its expertise in strength training and whole-home fitness.
- 77% of Earned Coverage Linked Directly to Purchase. By prioritizing high-influence editorial and commerce opportunities, the program connected trusted third-party recommendations with clear pathways to purchase through BowFlex.com and other retailer sites, bringing earned visibility closer to consumer action.
- $9.2 Million in Broader Marketing Program Revenue. BowFlex’s broader multi-channel marketing program generated $9.2 million in revenue during this same time period (Source: Google Analytics). This earned media effort was one part of that wider effort, helping strengthen the brand’s visibility and credibility as consumers evaluated their options. ChatGPT also emerged among BowFlex’s top five referral sources during the initial 90 days, underscoring the growing importance of AI-powered discovery in the consumer journey.