Health and Fitness Chain Flexes The Power of Branding

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New York Sports Club has partnered with New York-based digital agency Kettle to redesign an entire new gym experience. The two worked together to find ways to make working out smarter, faster and more enjoyable –  including brand rejuvenation, updated design and digital platforms. The redesign is said to be the biggest shift since it opened it’s doors in 1973 – including a modernized logo, a new website, app and a renovated in-gym experience decked out with location-specific motivational motifs, and more. Shown here are photos of the 36th and Madison Avenue, Manhattan, location.

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NYSC is part of the Town Sports International family, which operates over 150 health and fitness clubs in New York, Boston, Washington DC and Philadelphia. TSI is piloting a reimagined gym experience at select New York and Boston Sports Clubs locations, with the goal of rolling out to the broader network in the next year. The initial group of gyms are undergoing renovations that encompass an updated visual aesthetic highlighting and celebrating the company’s new brand identity, as well as the addition of new state-of-the-art equipment. “This fall marks a new chapter in the company’s rich history and we’re excited to launch these cutting-edge offerings and programming to our members,” states Michelle Ryan, Chief Marketing Officer. “Our goal is to bring the best out of every body and meet every customer’s fitness needs.  The introduction of innovative and personalized experiences will allow us to break our current mold and appeal to a new audience while better servicing our current members.”

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At the entrance of each club will be a Welcome Zone outfitted with kiosk apps for a more streamlined member registration process, along with new furniture, modern lighting, and an open office concept. There will also be improved fitness rooms for cycling, mind and body and weightlifting, a redesigned fitness evaluation zone, and new branding and signage. The brand ethos has undergone an evolution as well to convey a customized experience. With an overarching goal to “bring the best out of every body,” the brand’s new promise is to get to know each member like no other gym in the marketplace today through digital tools and personal touches.

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The identity is led with an improved art direction that features updated visuals throughout the clubs and digital platforms, and a logo that is refreshed with brighter, warmer colors and friendlier fonts, but will honor the brand’s heritage and equity.  A more customizable and efficient experience is being created through updated digital tools, in-depth research and personal touches; this includes an easier to use website and the company’s first-ever app, both launching in October.