Challenge
High competition
It is an ever-expanding market with new low-cost gyms, new boutique fitness clubs, new online fitness solutions, and new premium competitors, all fighting for a slice.
Outdated brand identity
Although the business was set in the market, the brand was outdated: it was worn out, without much else to say.
Missing brand guidelines
The expansion was fast, brand guidelines were loose and the result was a business that lacked a real brand experience, without teams, staffs and clubs speaking independently for themselves.
