Ultimately we want to curate is a fitness concept that is cool and trendy like the other players, but 50% to 60% cheaper per class. This means if we're charging these prices, we need to make sure our classes are full. To help do that we need to be attractive to a wide demographic.
FitHub is a new affordable circuit class-based concept coming to market in Q3 2018. Our circuit sessions will be as invigorating and challenging as any other high street class studio but at a reduced class rate. We have two sites in central London we're launching by January 2019.
The aim is to start a new trend in class based training. Cut costs from an owner perspective and streamline the operation from a consumer perspective. The concept will involve users checking themselves in on via Ipads, having the option to then purchase a towel for £1 (or bring their own), then heading upstairs to the studio where we'll have simple yet effective dimmer lighting.
The whole point of our business is to create a chain of class-based gyms that are affordable, with a simple yet effective fitout that looks good and slick and not necessarily reflected in the price. This may mean we'll mix materials, i.e woods, metals, tiles etc in a way that looks cool.
I don't want you to misinterpret the brand when I say we want to be like the Easyjet/Ryanair of the gym class world, or the PureGym of classes, however, I mean this more in our pricing/business strategy, as opposed our branding. It's thoroughly important our logo, branding and identity are cool, likeable and individual. As you know, this market is really saturated so that's even more of a reason to be distinguishable.
As I said, a partner really liked this retro feel from the Rocky poster (see attached) and we'd like to see some variations using this retro look. Colours are important for our business, as key affordable businesses are represented by iconic colours.
We do really like yellow's and dark blue/dark grey combo as opposed to yellow and black as that's a lot more popular in this space (i.e GYMBOX although they have rebranded to black and white now I think for their logo). Happy to look at other colours, however, I understand the logo layout and typography is the more important answer at the moment for us.
Really keen to see some further variations of how you visualise our brand logo looking like, and how you think the 'Fit Hub' should sit. Side by side or above etc, thin or fat font.
I've attached a PDF which shows you the competitors here in the UK and where we'll sit in the funnel as a business. Please do have a look at a lot of the competitors to really familiarise yourself with the market players. F45 is the closest to what we're trying to achieve, however, their branding and feel is far worse than what we want to achieve.
Please feel free to be as creative as possible. I hope I've painted a good enough picture for you of what this 'new' brand will be like.