“There is 100% more traffic to, and strong leads from, our website. Our food retail is now a valuable revenue generator. And price perception has transformed.”
— Colin Waggett, CEO, Third Space
Context
Rather than seeing physical activity as something they ‘had to do’, our research showed that people were embracing it as something they loved to do. But whilst we noticed innovative reflections of this in fashion, food and travel, oxymoronically, the way health clubs presented themselves lagged behind. Our initial work was to inspire diverse stakeholders – existing teams and members, new investors, newly acquired clubs – with a vision for the future.
In 2015 the branding of most gyms lagged behind emerging trends in fitness and wellbeing.
DEFINE
In a market focused on short-term fixes (remember getting ‘beach-body ready’?) we imagined a brand that was in it for the journey; fitness, not as fad, but as a love of movement benefiting your whole life. We called this “training for life”. And it would inspire everything – from a flexible identity that celebrates unique local clubs, to interior elements with the feel of a design hotel, to innovative digital applications.
Early defining boards simplifying complex commercial strategy into a few simple slides.
DESIGN
Third Space CEO Colin Waggett believes the brand’s purpose is to inspire. “The biggest barrier to doing exercise is getting changed into your kit.” So we set out to create a brand that matched members’ ambition: timeless, refined, powerful for prospects on the street, subtle for members inside the club.
An intelligent, editorial logo with the flexibility to adapt to different contexts.
DELIVER
Over ten years, we’ve helped Third Space adapt and grow, changing the face of fitness in London.
Evolving digital journeys, from social campaigns to website conversion, continue to support a business in new phases of growth. Our ‘Here’s to 21’ campaign, launched in emergency, kept a community together during the pandemic.
The creation of a dedicated nutrition brand – Natural Fitness Food – has added over £2m in annual revenue to the group.
And the adoption of the brand by its community has transformed talent attraction.
The brand has been adopted not only by club members but by team Without as well.