Stronger PT of Worcester Massachusetts, US is headed up by Frank Nash best selling fitness author, international fitness lecturer and a "pioneer" of the Small Group Training model (a form of personal training where the time and costs of a personal trainer is shared among the group). Frank argues that not only must gym owners dominate their marketplace, they must perform at 20 years ahead of their competitors...on all platforms. In regards to design, Frank believes that a fitness center must exhibit a theatrical persona. "It must become a fitness entertainment venue" as he calls it, "in order to inspire and motivate his members to have fun during exercise". To that charge Frank asked us to develop a gym concept that captured the vibe of Kurt Wimmer's 2006 "sci-fi" film Ultraviolet, starring the sultry—but always lethal— Milla Jovovich as vampiress turned bodyguard.
Multi colored Astroturf lanes framed by an articulated powder coated steel tube frame are inlined and illuminated by RGBW (red,green,blue,white) LED light tape. The linear geometry of the frames is a direct reference to a scene depicted in the Ultraviolet film of a hospital entry facade.
When a gym brand sources design features and aesthetics that reject the cliches and conventions of industry norms they accomplish three objectives. One, they are uniquely branded. Two, they are highly differentiated from competitors in their marketplace. Three, they bring curious fitness consumers eyes onto their club.
Dramatic and theatrical gym environments are precisely the marketing strategy needed to bring fun and excitement back to fitness and to seduce complacent consumers to buy into a brand.
When a gym brand sources design features and aesthetics that reject the cliches and conventions of industry norms they accomplish three objectives. One, they are uniquely branded. Two, they are highly differentiated from competitors in their marketplace. Three, they bring curious fitness consumers eyes onto their club.
Dramatic and theatrical gym environments are precisely the marketing strategy needed to bring fun and excitement back to fitness and to seduce complacent consumers to buy into a brand.
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