Performix, the new self-described performance-driven lifestyle brand that has attracted top talent from agencies including Droga5 and R/GA, has selected Merkley+Partners as its first agency of record.
The appointment is effective immediately and follows an informal review and meetings with the agency, according to the New York-based company.
Merkley+Partners will be tasked with handling strategy, brand advertising, media planning and buying, social duties, production, data and analytics and communications solutions for Performix. The agency’s responsibilities will span the company’s line of vitamins and dietary supplements and its exclusive (and elitist) gym and content hub, the Performix House in New York, that carries a pricey $900-a-month membership fee.
“We are delighted to be named the AOR for Performix,” Merkley+Partners CEO Alex Gellert said in a statement. “They are an exciting challenger brand that is disrupting the fitness category with their range of innovative and customized products. As their first AOR, we are excited to help them reach the next level of their business by connecting Performix with a broad range of consumers.”
Performix House is essentially a SoHo House-meets-Equinox for fitness fanatics and influencers. It includes a content studio with a full-service in-house production team that “can shoot members’ and trainers’ workouts and provide them with high-quality, epic content for sharing,” Matt Hesse, CEO and founder of Performix and its parent company Corr-Jensen, said in an earlier interview.
“This is a game-changing year for the Performix brand as we shift into the mainstream,” Hess said in a statement. “We’ve worked hard over the last couple of years developing some amazing assets outside of supplements, such as our exclusive, integrated wellness gym Performix House, and the veteran’s foundation, FitOps.”
Hess continued, “We’re excited to have Merkley+Partners join the team and creatively bring together these elements in a new and innovative way that will continue our history of category disruption.”
According to Kantar Media, Performix spent $613,000 on measured media in the U.S. in 2017 and $122,000 during the first half of last year.