Tony Robbins needs no introduction. For nearly five decades he’s been an iconic part of culture — coaching athletes, growing businesses, writing books, doling wisdom and tough love to touch hearts and inspire millions to take action. And yet, his brand had grown dated, disjointed, and heavily weighted towards live events. With the rise of modern contemporaries in the business and life performance space, the Tony Robbins brand needed a change. The challenges were many — evolve to meet the realities of new channels and a modern audience while paying homage to a legacy; create structure with flexibility to accommodate an expansive library of content and events; and capture the essence of Tony Robbins in every touchpoint beyond the stage.