Fitstop is one of the fastest-growing fitness communities in Australia, positioned as a leader in the functional training group sector. Offering members an inclusive environment and the necessary support to surpass their fitness goals, Fitstop is part of the rapidly growing franchisee-based gym movements in Australia.

With continued national saturation of the fitness industry and the entry of international competitors into Australia, Fitstop required a rebrand to:

  1. Raise its profile as an innovative leader in the fitness industry,

  2. Realign the brand’s look and feel to connect with its target audience (women aged 20-40) whilst not neglecting existing members, and

  3. Build Fitstop’s reputation as a franchise of choice and attract a more sophisticated investor.

The rebrand centred on the evolution of Fitstop and its core value – a ‘Fitstopper’ is a go-getter, lives their life to the max and stops at nothing. The new brand needed to pay homage to the origin of Fitstop whilst simultaneously aligning with its new purpose. The new, highly sophisticated design aimed to elevate Fitstop’s market position and appeal to a broader audience of potential members and investors.

In tandem with internal marketing efforts, the rebrand assisted in delivering:

  • Increased total key audience membership numbers nationally, while a diversified gender skew (70% female pre rebrand, to 65% female post rebrand) now appeals to a wider male base

  • Uplift in sophisticated quality franchise leads

  • Generated premium brand collaborations with Body Science, 2XU and LSKD

  • Consistent brand presence across the franchise network for all online and offline platforms