WPA Pinfold was briefed to create a proposition and positioning that differentiates in a competitive market, to build a brand concept that touches all areas of the business, deliver a scalable brand toolkit, create a brand that is sympathetic to the environment and location of the facility and have a great stand out, especially online. The gym would start with a base of no members and had to attract membership away from other gyms as well as newcomers to fitness. Functional fitness is a different concept to the big box gyms and the benefits need to be explained.
Strategic thinking was essential, with such a competitive market, limited resources, challenging location and the new way of thinking that is functional fitness, the new brand needed to tell a compelling story. The combination of the challenges of an industrial setting and a functional fitness approach helped guide our thinking. In a place where you don’t train on machines but become a machine, the idea of Fitness Garage was born. Your body is a complex piece of machinery and needs to be maintained and operated correctly. The name Fitness Garage described the place where you can bring your body for its conditioning and where you can ‘Fine tune your performance’.
The identity itself takes inspiration from the retro garage signs of 50s but with a modern use of industrial colours of yellow and black, along with a signature motif of a tyre that also represents the functional fitness ethos of the gym. The branding and colour ways give strong visibility and the concept really stood out in a market place of little innovation from a branding perspective. We wanted the uniqueness of the offer to really live through the branding so the brand concept plays an important role throughout the business. The gym is called ‘the bodyshop’, all the equipment has been colour co-ordinated to the yellow and black industrial look, steel girders are painted yellow, the gym is zoned and branded towards the different classes and functionality and a central black Astroturf runs down the centre featuring prominent branding (a first for the manufacturer of the turf).
Results are increased membership and retention. Original membership targets were exceeded within the first six months by 63%. Premium membership was above target representing 30% of all memberships. Fitness Garage has an industry beating retention percentage at 69% after 18 months, that is more than double the UK average.