Performance Health Brand Re-Engineering
the situation
Performance Health is a leading manufacturer of medical and physical therapy supplies headquartered in Illinois. Over its more than 100-year history, the company has acquired numerous brands, including Bio Freeze. In 2021, Performance Health sold Bio Freeze, its flagship brand at the time. Following the sale, it became clear that the company’s other brands would need to sustain sales and profits going forward.
the strategy
LABOV was engaged to conduct our proprietary Brand Re-Engineering™ process to identify the core differentiators of Performance Health and its portfolio of brands. The goal was to restore each brand’s market positions, rebuild momentum, and reinvigorate sales performance across the sales network. Through research and interviews, we uncovered the brands’ origins and their unique advantages, many of which had become lost or diluted over the years.
the finished product
Based on insights uncovered through the Brand Re-Engineering process, we developed refreshed brand stories and clarified key differentiators across the Performance Health portfolio. Each brand was strengthened through updated logos and packaging designs, new photography, and new sales materials. We also created brand guidelines that defined visual identity elements (logos, colors, fonts) and brand-specific language to ensure internal teams and distribution networks were “singing off the same sheet.” Together, these efforts infused energy into each brand, increasing the overall value of Performance Health and its holdings.
the results
Performance Health’s portfolio now includes leading brands THERABAND, Rolyan, Cramer, Jamar, Sammons Preston, Days, Homecraft, and Metron. Despite the sale of its flagship brand, Bio Freeze, the company continues to generate more than $1 billion in annual revenue across sports medicine, rehabilitation, and recovery markets. Following this strategic branding work, Performance Health’s messaging now highlights its scale, breadth of offerings, and leadership in point-of-care rehabilitation solutions rather than consumer topical analgesics.