A new brand concept for functional fitness
Name generation, brand positioning and identity for new functional fitness brand.
The branding and colourways give strong visibility and the concept really stands out in a marketplace of little innovation from a branding perspective.
The personal trainers are branded ‘body mechanics’ and the classes they deliver are branded to follow the automotive theme.
The iconography, brand colours, imagery and tone of voice give the brand strong online presence.
+162% Increase in membership
+90% Class capacity, with some classes operating a waiting list
+69% Membership retention after 18 months; more than double the industry average
Fitness Garage have been awarded ‘Newcomer Gym of the Year’ by the National Fitness Awards with specific reference made to the branding. During this period membership increased by 162.5%, exceeding targets by 62.5%.
For a small new business the branding budget was a large percentage of our start-up costs, so we knew we had to get it right. The end result has played a significant part in our early success and an investment that will continue to keep paying dividends for years to come.