Fundament: Three Brands with One Origin
Trigger, BMST, and Robust Academy are three distinct but complementary brands that all share the same driving force: developing high-quality knowledge and expertise in myofascial therapy and sports coaching. Trigger and BMST focus entirely on myofascial therapy: Trigger as a leading educator, and BMST as a specialized professional organization. Since 2017, we have supported both brands in branding, digital strategy, and community building. Robust Academy takes it a step further and, from 2025 onwards, will focus on a broader approach to sports coaching, with attention to performance, prevention, and recovery.
Challenge
- Trigger wanted to strengthen and digitalize its position as the leading specialist in trigger point and myofascial training.
- BMST needed to clearly differentiate itself as an independent professional organization, with a focus on reliability and recognition.
- Robust Academy was launched in a market with many training providers and required a strong brand identity and an omnichannel approach.
The central questions:
- How do we create a clear distinction between the three brands?
- How do we build a consistent marketing and communication plan that addresses the needs of students, therapists, and professionals?
- How can we leverage digital tools (website, webshop, email marketing, Odoo) to drive growth and loyalty?
Our Approach
Strategy & Positioning
For each brand, we developed a brand model that clearly defined identity, values, and ambitions. This clarified the distinction between Trigger as the educator, BMST as the professional organization, and Robust Academy as the new training entity.
Branding
We developed and refined each brand’s identity and visual style. Every brand received its own branding, applied consistently both online and offline — from visual content and campaign materials to professional websites and communications.
Digital Strategy
In 2023, we launched a completely new Odoo website for Trigger, with an integrated webshop and email marketing. This enabled optimized enrollment and better management of the contact database.
BMST now focuses more strongly on clear communication around recognition and membership, increasing the association’s visibility among therapists and physicians.
For Robust Academy, we developed an omnichannel strategy, with an SEO-optimized website, social media, digital advertising, and email marketing as the foundation for the launch.
Social Media & Community Building
Social media was strategically used according to the funnel: awareness → consideration → loyalty.
Through Google Ads and social media campaigns, we built brand awareness. Email flows, blog articles, and social posts provided deeper engagement and interaction.
Result
- Trigger is now recognized as the leading reference in myofascial training and, thanks to its webshop, email marketing, and automation, enjoys a stable influx of participants and a loyal community.
- BMST positions itself as the only professional organization of its kind in Belgium, with quality and trust as its core values. Its brand story emphasizes recognition and support for therapists.
- Robust Academy was successfully launched in a competitive market and, through a well-planned omnichannel strategy, is building brand awareness and recognizability.
Our takeaway
The collaboration with Trigger, BMST, and Robust Academy demonstrates how a clear distinction in positioning, combined with consistent digital activation, strengthens a brand portfolio. By connecting strategy, branding, and digital, each brand gains its own identity and a solid foundation for growth.
