Zimmermann Communications shows the new appearance of Kieser

There comes a time when Kieser is needed: strength training specialist Kieser is launching a new campaign with a new brand claim and new imagery. Zimmermann Communications is responsible for the new appearance in the DACH region.

Following a successful rebranding 24 months ago from "Kieser Training" to "Kieser", the company is entering 2025 in the DACH region with a new brand claim and communication presence.

For the brand claim, Kieser and Zimmermann Communications were inspired by company founder Werner Kieser. The visionary coined the phrase "For me, strength means life" and thus provided the basis. Regardless of our age, life requires strength - both physically and mentally. If you have a strong back, you are ready for challenges, but also for the good things in life. Strength means self-determination and longevity. The new brand claim "Strength for life" expresses exactly that.

The new communication formula "There comes a time when you need Kieser" highlights the need to "do" something. Studies show that our muscle mass begins to decline from the age of 25. "Health restrictions, physical deterioration and problems with the musculoskeletal system occur in particular with advanced age and a corresponding lifestyle. In an ageing society, it is therefore all the more important to strengthen muscles early on. No matter what age you are, it is never too late. The campaign aims to show honestly and directly how much we rely on our muscles to stay mobile and enjoy a high quality of life. At some point in everyone's life, the moment comes when everything speaks in favor of strength training with Kieser," explains Sabrina Mehri, CMO at Kieser.

Through different people and different moments in their lives, the campaign uses three films and six key visuals to show how important strength is in everyday life. "We deliberately looked for moments that seem ordinary and simple at first glance. For example, carrying your child to bed or walking up a flight of stairs that we have already done countless times. However, after an injury and the associated muscle atrophy or simply due to our age, these stairs suddenly seem insurmountable," explains Mehri. "We are put in a situation that each of us has already experienced in our own way."

New image world

Kieser and Zimmermann Communications have also developed a new visual concept for the new campaign. Together with the two photographers from "Anntheo", a new visual world was created in a Kieser studio. "When designing the visual language, we deliberately moved away from the classic fitness industry and integrated elements from the automotive and fashion world," explains Christoff Strukamp, Creative Director of Zimmermann Communications.

Here, too, the reason lies in the uniqueness of the Kieser brand. All studios have their own interior design, which is strongly influenced by the Bauhaus style. The aim here was to give space to the Kieser interior, which is reduced to the essentials and follows the motto "less is more". It consists of white walls, the typical wooden parquet flooring in combination with the open engineering and metallic robustness of the Kieser machines. This was united in a visual concept without losing the focus on the people. "At the same time, we added colors such as beige and gold tones to the color scheme - in addition to the existing white, silver and blue tones - to create an even more harmonious visual world that is warm and inviting," continues Sturkamp.

The young photographer Lena Hogekamp worked on the campaign visuals outside the studios. "Lena quickly manages to give images the intimacy and emotionality we were looking for to show how important mental and physical strength is to have power for life," explains CMO Mehri. The protagonists from commercials and photos are identical everywhere to ensure stringent storytelling across all channels.

The campaign can be seen on TV, on posters, in newspapers and magazines as well as in digital and social media. It will also be used by over 140 studios in the DACH region in local and regional campaigns and measures. A new website will also go online in the course of the year.


Responsible at Kieser: Sabrina Mehri (CMO and member of the Executive Board). Responsible at Zimmermann Communications: Christoff Strukamp (Creative Direction); Sophie Güntensperger (Text); Julia Hofmann, Nico Hediger (Art Direction); Dominik Mätzener (Management Consulting); Lara Cavelti (Project Management); Rolf Zimmermann (Overall Responsibility & Strategy). Film production: Company Production Zurich. Director: Stefan Künzler. Producer: Michael Gloor. Photo production: VisualEyes. Photo: Lena Hogenkamp, Anntheo.

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