The challenge

From Flywheel to Rocket Yoga, Londoners can’t get enough of fitness fads. But popular classes can be too exclusive or 'girly' and project an unrealistic, unattainable image. Fitness Fox needed a powerful brand to match their dynamic, full-body workouts that get women strong not skinny.

The regime

We positioned Fitness Fox as the real deal, promising results with a regime you’ll really stick to, in a distinct tone of voice that was definitely not girly. The identity reflects its urban foxiness and the website uses clean, vibrant graphics and photography to project a fierce, dynamic brand. 

The results

With the new brand gaining traction in the press alongside relevant lifestyle pieces espousing the 'new skinny', Fitness Fox has seen a dramatic uplift in new vixen recruits.