A couple years back, we repositioned two local health facilities under one name. Throughout our insight investigation, one fundamental truth drove our brand development: no pain, no gain gyms don’t appeal to people any more. Nowadays, people want a workout that suits their personal needs. The result? We created Miramont Lifestyle Fitness – and just about every one of their attendance records has been shattered since we launched the new name.
Contrast that idea with this brash new approach for Denver’s Anti-Gym. Let’s just say this dude didn’t find the same research we did.
