By way of designing an important lounge for three Parisian financial types I on a daily basis would transverse the city's streets, boulevards and arrondissements. I was amazed with the perpetual beauty that adorned every building, shop, and interior, such effort my client's admitted "was a search for a French identity and culture" though, gesturing with a knife hand movement across their necks, "King Louis lost his head in the pursuit of it all".
In the context of the fitness industry one might ask, is there a fitness culture, or better, what happened to the culture of fitness? There is a revolution being played out across the various gym business models in a positioning for this very ideology. Those brands that authentically embrace a sense of a fitness culture may be those brands that transcend the trends and the test of time.
"The difference in your sense of culture, comfort and those welcoming club aesthetics, can be the difference between establishing a prospects interest, or first impressions, versus the anxiety in just wanting to leave. Cuoco Black clearly knows the power of branding, creating culture and how to execute"
Craig Garza, Co-Founder, Chairman (ret.) Fitness Industry Suppliers Association - FISA