Szenderski Rohani Gets FIT, Plans Introductory Work

Szenderski Rohani Worldwide, Irvine, Calif., has won a $2.25 million branding assignment for Fitness Interactive Technology, Stateline, Nev.
FIT develops interactive simulation systems for exercise equipment that allow users to work out in virtual environments and network with remote users. SRW, which won the assignment without a review, will brand FIT’s as-yet-unnamed simulation and networking technology.
FIT is allocating 7.5 percent of its first-year sales, estimated at $30 million, to marketing the technology, said SRW principal Gary Szenderski.
“We’re going to name the technology, develop a logo and trademark and introduce it to fitness manufacturers through demonstrations and then to club owners with ads [in early 2000] in three or four publications,” he said.