About Fitness Time


Fitness Time is a full-service health and fitness provider. All Fitness Time centers are equipped with technologically advanced equipment handpicked from around the world. They have invested heavily in providing the members with the highest standards in sports, recreation and fitness. In addition to highly qualified and professionally certified staff that provide the gym members with an exceptional experience.


The Challenge

Fitness Time is driven by discounts and while the customers like the brand for its convenience, there was a lack of proper bond between the brand and it's client base.

Fitness Time marketing team briefed WG to create a brand strategy document to support the overall business strategy, ultimately determining a focused approach through which Fitness Time can redefine its position in the industry.

The goal was to map out a direction through which Fitness Time can be perceived as a trendsetter that introduces its clientele to a lifestyle, rather than just provide them with a membership to a top-notch gym - repositioning itself as an engaging brand. 

A shift from being a gym to becoming a wellness and lifestyle destination.


The Result


The team developed a 360-brand strategy after evaluating the industry, preparing SWOT analysis, and identifying the proper marketing mix for the brand. 

An in-depth report focused on the trends and business practices that shape the industry, along with a full assessment and positioning of Fitness Time among its global and regional peer was developed. 

The report drew a clear path for building a strong brand that can compete with key players in the industry through an understanding of the driving trends that define the field and the unique selling propositions that set Fitness Time apart. 

WG concluded with a sample logo uplift direction and a tactical plan for moving forward.

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