The words
The Gym Group logo on a sign outside a gym.

Creating connection and community

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.

A mock-up of the outside of a GymGroup gym.

Gym Group Sans

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.

A dark blue hooded sweatshirt with the Gym Group logo.
An Apple watch mock-up with app icons including the Gym Group.
A large blue Gym Group billboard with the title
A double page advert with the title

Record brand awareness

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).

Gym group branded signage that says