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.