Reinventing Gym Culture for the Whole Family.
BRAND IDENTITY | MARKETING MATERIALS | WEBSITE DESIGN - 3 FORM FITNESS
OVERVIEW
3 Form Fitness is an innovative gym in Sarasota, FL focused on strength, mobility and endurance for the whole family. Unlike their local competitors, 3 FORM wanted to attract people of ALL ages and create a community around their brand ranging from middle school students looking to learn their first health habits, to retirees needing support with painful joints and possible mobility issues.
A year before the gym's construction was complete in an up-and-coming neighborhood, I teamed up with the founder to create his brand identity, promotional materials and a landing page to collect marketing information to use for his big launch in 2021.
CHALLENGE
Reinventing the "GYM"
3 FORM's owner, Mike, grew up going to the gym and had a passion for teaching. Though he enjoyed local gyms like f45 and Crunch, he did not care for their pushy sales, binding contracts and hidden fees. His goal in creating 3 FORM was to create a community gym where anyone could feel comfortable showing up, regardless of what fitness level they were at.
After performing extensive research on his main competitors we discovered that his unique selling proposition would be his inclusivity of all ages and varying fitness goals focused around: strength, endurance and mobility.
SOLUTION
Guidance, Team and Results
I created marketing materials depicting moms, older gentleman, athletes, teens and imagery that maintained his values of modesty, community and inclusivity. 3 FORM was adamantly against showing the stereotypical buff and chiseled men and women in the gym and preferred a realistic representation of humans that their ideal patrons could relate to.
The 3 FORM logo of 2 interlocking triangles, creating a third, represents the gym's 3 prong approach to fitness as well as their byline "Look Better. Move Better. Feel Better. "
We designed a landing page in Wordpress to display the opening location, date and structure of the gym's classes and offers to get the community excited about the launch and to encourage email sign-ups for updates and a free 1-on-1 Consultation with a 3 FORM gym trainer. We also created 6 x 4 flyers to be distributed to local business and schools, along with apparel to be worn by 3 FORM ambassadors.
Overall, the landing page collected over 700 emails before the gym's opening ceremony and within the first week 4 months of being open, 3 FORM got approved for a 2nd location.
