Kettler — Hoi — Industrial Design

The home fitness category is full of equipment that feels like it belongs in a public gym.

Too heavy, too dark, and too industrial to feel right in your living space.

But psychology tells us that if you’re around fitness products day-to-day, then you’re much more likely to build a sustained ritual with them.


So we set about building Kettler as a true “home” offer. Moving both product and brand language into a space we called "Domestic Performance".

Taking furniture cues and balancing them with sporting influences, we created equipment that’s still high-performing, but truly designed for your home.

Material choices like textile and cork, along with colours like Terracotta and Eucalyptus, feel natural and harmonious in a living space.

We took this approach across the whole portfolio — race bike, upright bike, cross trainer, weight training and treadmill — from entry level to the highest tech models.




Alongside revitalising their equipment, we also worked with Kettler to balance performance and approachability in their brand identity.

We avoided combative fitness world clichés, creating messaging that still speaks to capability and results, but in an inspiring voice that builds confidence and energy.

We switched out macho-moody art direction for warmth, softness and a domestic backdrop. New choices in colour, type and illustration create a welcoming feel.

The result is a brand identity that feels bold and uplifting, weaving in cues of the world the product will eventually live in.