Rebranding & Repositioning

Stay Fit Gym is the largest fitness centers chain in Romania, with seven fitness centers opened in Bucharest and more than 7000 active members.

Project Details

Client: Stay Fit Gym

Category:

Rebranding & Repositioning 

Duration:

1 month

From fit bodies and healthy mind to #TrainTheWayYouAre.

Stay Fit Gym is the largest fitness centers chain in Romania, with seven fitness centers opened in Bucharest and more than 7000 active members.

SPORTS & GYM HAVE ALWAYS BEEN ABOUT MENTAL AND PHYSICAL BENEFITS.

But more than this, when they go to gym, people need education, expertise and trust/support.

Based on this and on the market competititors, we propose a repositioning, from ”fit bodies and healthy mind” to Train The Way You Are with a change in brand strategy and visual identity.

This helps people overcome their gym anxiety: the uncertainty of not knowing what to do or how to do it, the social comparison that makes them feel worse about themselves, the feeling of being judged or being left out.

We put the accent on #GymAnxiety (that inside fear that everyone feels when they go for the first time to the gym) and encourage people to train the way they are, because #ComunitateaStayFit never judges.