Mass Designers assisted this national chain (later incorporated into the GLL Better gym estate) from start up with its first location in Dorset, through to 8 sites around the UK. We also designed the Fitspace identity, (devised as a roundel motif) and all marketing communications to bring bright, 'punchy' empathetic messaging to the budget gym market.

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A fundamental operating requirement was 'self-joining', both remote and local and therefore a pre-entry lobby was created as a designated 'join zone' at the front of every club.

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A vibrant and bright decorations colour scheme of yellow, lilac, red, blue and white allowed our client to adapt and operate from a number of locations with a low cost investment, with finance injected primarily into equipment, graphics and flooring. Though a highly competitive market, this branded operator successfully continued to trade well, even with other closely positioned gym operators.

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Each site brought its own spatial challenges but common principles were adopted across the estate and occasionally an alternative interpretation was required, such as the adaption of a Grade II listed property in Nottingham.

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With carefully considered lighting and bespoke joinery features, this budget gym chain offers a bright and enthusiastic environment in which to exercise, train and work out.