For Xist Fitness®, our objective was to create a workout environment that is motivational, inspirational, and completely unlike the competition. It was our goal to transcend the typical gym and fitness brands that are in existence today, and make Xist Fitness® a powerhouse all its own. Branding projects included concept development, company naming, logo design, custom photography, interior renders, billboard, website, custom counter design, custom wallpaper, gift card and key tags, business cards, sign boards, brand artwork, exterior and interior sign design, interior door design, promo cards, poster, and box stickers.
When the client came to us with this branding project, they had not yet chosen a company name. They wanted an original name that conveyed the correct message and was compatible with their other available brands, all of which feature an “X.” Xist® was chosen from our submission list, along with the tagline “Don’t just exist… Xist® Fit.” With the company name and tagline determined, brand creation and development began in earnest. We designed the logo to feature a strong “X” in an orange and silver color scheme. These two colors complement each other perfectly, exude strength, and make a visual statement.
We then held a test shoot in order to have preliminary photos to implement into our initial interior renders. The renders were created to show our initial design concepts to the client, and after approvals, were used to aid in build-out and construction. From the interior render approvals we furthered the brand development with a billboard design; custom counter design highlighting the brand’s “X”; custom wallpaper featuring proprietary photography, inspirational words, and motivational quotes pertaining to fitness; gift cards; key tags in black, orange, and silver; business cards; promo cards; a sign board; interior and exterior signage; and a box sticker design. For one of the main brand components, custom photography, we handled everything from model, hair and makeup scheduling; fitness wardrobe and accessory selections; in-house, studio set-up; photography; photo selections; and touch-ups.
Since members are usually drawn from within a 15-mile drive of the club, clubs must understand the local demographics and select specific groups to target. Once target groups have been selected, marketing programs need to be structured and established in the club to attract the selected groups.
The Xist Fitness® brand successfully meets all criteria specified by the client: a strong name that conveys the company’s message and features their brands’ signature “X”; authoritative and visually appealing corporate identity; an original brand theme that is attractive to franchisees and customers alike; and a powerhouse brand image that outshines the competition. We are seriously pumped about the future success of Xist Fitness®!
The U.S. fitness centers industry includes about 22,000 companies and nonprofits in the US that operate about 30,000 fitness and recreation centers with combined annual revenue of around $22 billion. Major companies include Curves, Life Time Fitness, Spectrum Club, and Town Sports International, operator of the Sports Club brand. About 2,600 centers are operated by YMCAs and another 2,500 by community centers. The industry is fragmented: the 50 largest companies account for about 30 percent of revenue, and only a few dozen companies own more than 10 centers.