CrossFit is a series of constantly-varied functional movements performed at high intensity. All CrossFit workouts are based on functional movements. The aim of CrossFit is to forge broad, general and inclusive fitness supported by measurable, observable and repeatable results.
CrossFit Lemont wanted to create a brand strategy that would distinguish itself from other gyms in the area. The strategy will activate a plan focused on its strength based community dedicated to health and wellness.
We studied the fitness landscape and familiarized ourselves with the competition in the area. We then met with CrossFit Lemont members and discovered that there was a common thread which separated this gym from other gyms in the area. It was the combination of camaraderie and the physical results attained by members. This powerful combination has created a group of brand loyalists that are proud of the results that they have earned and proud of the community that they are a part of.
We implemented a phased-brand strategy that has allowed CrossFit Lemont to increase market share and expand into a new space. Members of this gym are invigorated by the brand and proud to be associated with this tight-knit community of fitness enthusiasts.