Repositioning The Gym Group to stand out in the crowded UK health & fitness market

Working in close partnership, we helped The Gym Group identify and define the company’s core truth of inclusivity — motivating those who may historically have been too intimidated to work out in gyms and those in the early stages of their fitness journeys.

Their new identity expresses the concepts of connection and community, reflecting the welcoming nature of their gyms. A vivid and distinctive refined colour palette speaks to The Gym Group’s newly defined vibrant and lively spirit of togetherness.