Since its founding in 1987, NuStep has positioned itself as a leader in the physical fitness- and rehabilitation-equipment category, manufacturing and marketing high-end wellness products to the active-lifestyle and medical communities.
In its first PR venture, the company teamed up with the Michael Russell Group and aimed to familiarize physical therapists with its trophy offering, the TRS 4000 recumbent cross-trainer.
Strategy
The team targeted the American Physical Therapy Association's (APTA) Annual Conference & Exposition, where NuStep wanted to show its successes ...