True Fitness

Case Study - IHRSA 80x80 Tradeshow Booth
THE challenge

For True Fitness, their annual experience at the IHRSA International Convention and Trade Show is the most important event of the year. And for 2019, it became even more important. After updating their branding to better reflect their values and new direction, IHRSA became the place to launch the new campaign. It was a tall order they called on ITC to help accomplish.

Mindful of the investment to fabricate a new, custom tradeshow structure, ITC made sure to make the design modular, allowing the booth to evolve and change over the course of upcoming IHRSA events.

ITC started out by researching the competition, determining what would help True Fitness stand out on a crowded show floor, incorporating features such as LED displays and a large, central hanging sign. It was all part of a new, custom trade show structure, fabricated to match the new branding, with the environmental design reinforcing a space that felt more like a gym than a traditional booth. The layout, lighting and audio all integrated together, showcasing products in an organic gym setting, as well as creating distinct new areas for conversation and networking.


ITC succeeded in delivering not just a tradeshow booth, but a genuine event, one even competitors commented on favorably. The experience effectively promoted the new True Fitness branding to attendees, creating an approachable, friendly environment that contrasted with the “trendy” and intimidating feel of the competition. Visitors came to the booth and stayed in the booth for extended periods of time, hanging out and networking with other attendees and True Fitness trainers. 250 new leads were generated and True Fitness emerged as as a leading brand for consideration to potential, future customers.