Repositioning The Gym Group to stand out in the crowded UK health & fitness market
We partnered with The Gym Group to completely redefine their visual identity and establish the business as a strong, recognisable brand ahead of a relaunch and major growth push. Working closely, we helped them 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.
The fresh, distinctive look was designed to emphasise their proud mass-market appeal, setting them apart from competitors as they geared up to launch over 40 new sites in the UK in the upcoming year. This new identity vividly conveys the concepts of connection and community, reflecting the welcoming nature of their gyms. A vibrant and distinctive refined colour palette speaks to their lively spirit of togetherness.
We partnered with Colophon Foundry to create a distinct geometric typeface that instills a feeling of dynamism and movement into the brand. The font consists of 170 unique flowing ligatures which further represents the power of connecting as a group.
With all 230 open sites rebranded externally, local unprompted brand awareness within 1 mile of their gyms hit “a record high”, as did online brand search. Meanwhile, positive attribution to The Gym Group increased by 22 percentage points (compared with 2021, pre-rebrand).
