BowFlex made its name in home fitness wih the iconic flexing rod technology and continued developing home gym systems as a pioneer in the industry. With the Home Gyms being one of the original products from the brand, they hadn’t been photographed for over a decade. It was time to modernize our product assets to be more relatable to our current customer base.I spearheaded the creative direction of this shoot, which involved casting, location scouting, wardrobe and hair/makeup approvals, and oversight of set styling. My goal was to showcase these large home gyms in modern spaces with a diverse set of talent.