Tivity Health tasked Isobar with creating and building a brand and accompanying app to target the “mid-lifer” demographic in order to motivate them to be fitter, healthier and stick with a long-term program.  In a world where fitness programs all seem to be aimed at buff millennials, and diets are so fussy and complex, flip50 is a complete wellness solution tailored to the needs of mid-lifers.

The product idea centered around three pillars: Fitness, Nutrition and Relaxation - because knowing how to look after our mental health is as important as the physical side for the overall well-being of this time-squeezed Middle Generation.

To bring the new brand to life, we executed on a number of phases: original market research, brand strategy, brand creation, product build and product management.

The product launched in October of 2018 -- you can check it out on the Apple App store (4.9 stars) and the Google Play store (4.5 stars)!

By the end of 2018, the new program had officially launched in seven states -- we will be launching across the U.S. throughout 2019.