They are

Gymnasium believes everyone can be an athlete and are building a community that is welcoming to women, people of all ages, families and all levels of fitness.

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Their challenge

Crossfit gyms have a reputation for being testosterone fuelled industrial spaces with poor toilet and showering facilities. This means women, and families struggle to feel comfortable. Gymnasium’s founders had a dream to create a place that was welcoming to all without losing their hard-earned athletic credentials.

The gym needed to increase its membership, utilise off peak times better and codify a possible franchise model.  

How we helped

We work directly with the CMO of Gymnasium to constantly improve the customer experience and help them develop new products.

We started by advising them on how to set up the goals, assembling a small team to deliver on the key objectives and helping them put structure in place.

We brought in Silas Amos, a brand design consultant, to develop the core design idea to make sure it was inspirational, practical and could grow with the business. This design idea has gone on to inform every aspect of the Gymnasium experience.

We’ve since helped them work with a team of creative specialists to bring Gymnasium to life across design, communication, digital and interiors.



Membership targets have been achieved in a year, their members love them, new gym sites are being searched out, and they’ve developed a fitness program that fits the ethos of Gymnasium and is their own IP.

And of course, lots of stronger and happier clients.

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Project Timeline

Initial design idea and delivery of key assets took 3 months.

The project has developed for over a year and still going strong.