ABC Fitness

Their Core is Our Strength

Acquired in 2018 by Private Equity partner, Thoma Bravo, ABC Fitness, the industry leader with decades of fitness experience and over 16,000 customers globally was on the precipice of remarkable and hard earned change. With a suite of new innovations and a passionate customer following, ABC had to communicate the value of their comprehensive software platform to both their loyal and new customers alike. In a market where a members overall experience must be both high touch and technologically agile, large box and small boutique clubs alike wanted a single comprehensive backend software solution to more easily run their organization and remain focused on their members well being.

Working closely with ABC’s executive leadership, we conducted extensive site interviews with key stakeholders, their core customers and industry experts. From there we developed a comprehensive brand and messaging platform that addressed the individual needs of their existing and new customers. With the new brand positioning in place, we began the visual exploration of the brand, ultimately extending the chosen design direction into a robust system of end-to-end, go-to market customer touchpoints. Lastly, we helped ABC champion their new brand with both internal and external audiences, completing with a comprehensive set of guidelines and brand assets to support both long term and lasting success.

Project
ABC Fitness Corporate Rebrand
Industry
Enterprise Management Software for the Fitness Industry
Services
Brand Strategy
Naming
Brand Architecture
Brand Identity
Brand Extension
Content Development
Digital Design
Information Design
Private Equity Partner
Thoma Bravo
[↑] Introduction to the new ABC Fitness Rebrand
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ABC’s new platform is designed to seamlessly integrate between facility, mobile app and wearables — with a complete fitness club management solution that strengthens the connection between the clubs brand and its members.

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Through research and stakeholder interviews, it became clear that successful health clubs are more than just a place to work out, it’s the hub of their members’ total fitness experience. Members expect an immersive experience that extends beyond the gym, along members’ entire fitness journey, with on-demand programming, nutrition coaching, virtual personal training and challenges.

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Behind every powerful brand is an even more powerful story.

Contact
415 710 6644
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