Starting as a local fitness studio specializing in a CrossFit offering. Will grow to be multi-location (regional) studio as well as a fitness lifestyle brand featuring apparel and publishing. Target Audience is CrossFit athletes, fringe/would-be CrossFit athletes, and fitness enthusiasts.
Get Fit. Have Fun. Serve Others. Rock hard.
Fitness and CrossFit specifically has become polarized in it’s motivational factors. On one end are ovo-lacto-paleo-firebreathers who pass out, puke, and bleed with great pride. They’re driven by ultra low body fat percentages, sub 3 minute Fran times, and high level competition that influences their entire life. They live to train. Uncle Rhabdo is their brazen image. On the other end are those who look at the firebreathers with a slice of pizza in their mouths and beer(s) in their hand(s). They’re driven by community, doing the uncommon, while keeping it compartmentalized. They train to live.
My brand will sit moderately central, stressing fun, fitness, and a life of service. Because there is no compartmentalization in life (it all bleeds together) each motivation should compliment the other. We get fit because we want a better life. We leverage a better life to make our communities a better place. We do it all while having fun, because living this life should be its own reward.