Increase your commercial gym & fitness equipment brand's look and feel
Gain customer trust by using design to sell more fitness products.
How to gain consumer trust for quality products.
The perception of quality of your products is no different to gym and fitness equipment. Depending on your customer base, target demographic and socio-economic group of the customers your trying to sell to, will be a reflection of how your brand your company. There's big players in the field, such as Rogue and The WOD Life, for example, who demonstrate a more premium look and feel for their customer. This instills trust in product (and service), that customers will be looked after.
But what makes them visually represent in such a manner? Why (and how) do customers have trust in these brands, when they can purchase much cheaper products?
Lets do a deep dive into why this is the case, and find out how brand and design persuades customers to choose their brand.
Your Gym Equipment Supplier brand needs to speak to the demographic & socio-economic group you want.
Your gym equipment fitness logo is the first stage to success.
If the logo looks too aggressive, isn't styled correctly, has intense colours, looks too advanced (and so on) the target demographic will not consider FemmeFit. A detractor to a brand such as this might mean that more advanced women will find that they won't benefit from this particular gym which is more than fine. The brand doesn't want to angle in that direction anyway.
Consider your demographic first and foremost. It is the most important aspect of building a brand.
You can view a range of logos created for successful clients, here.
I already have a logo, but I need other collateral designed.
Some of the most important aspects to gain consumer trust for fitness and gym brands include:
Identifying the correct target demographic of your customer
We can see here, two different logos for two different brands. The logo I designed for Apex Training is visually striking, strong, simple, demonstrates strength and rigidity. These attributes are often associated with those in a higher level of group fitness training. Visually, it encourages prior experience and a member having a certain level of capability. This is GREAT if thats the type of customer you want to attract to your studio.
In contrast, F45 comes with a level of friendliness, a touch of university-age-group, and sprinkle of the feeling of a 'group' or 'team'. If we look at the logo as a visual, it does look like a collage logo from the United States. So, that type of demographic might be exactly who they're trying to appeal to with their logo.
Professional Branding
A lot of group fitness owners and brands get stuck in mediocrity in this space. You could EASILY elevate your brand above all the others in your suburb / area by having professional branding.
- Does your branding target the correct demographic?
- How do your brand visuals compare to the competition in your suburb or area? This is critical for gaining trust.
- Are all the 'touch points' of your business branded, for example: website, social media, interior and exterior signage, apparel (and so on)?
- Can members buy your merchandise, promote your business for you?
Branding products to a quality they deserve
What sort of reflection of your gym does your social media have? Does the visual of your Instagram and Facebook really reflect:
- If your members are passionate?
- Do your members get the recognition for their hard work that they do at the gym?
- Is the design language throughout your Instagram grid consistent?
- Does the design of your social media reflect the quality of your gym?
Interior and Exterior Gym Signage
The signage of your group fitness gym, including fitout, carries a large amount of weight in the mind of a member and potential members who want to train at your gym.
They will consider if the signage visually represents their expectations of your gym quality. A member will consider if your gym branding and fitout is suitable for their fitness goals.
Don't neglect the perception your group fitness gym has in the suburb. The street presence & inviting foot traffic as another potential avenue to recruit members, cannot be missed.
Using Google My Business to promote your Crossfit business
Google My Business and your Business Profile is critical for engaging with customers, keeping them informed and demonstrating your brand. Along with your brand aesthetic explained above, you can show-off those assets here, along with opening hours, reviews, contact information and your website design.
Additionally, you can post offers and engage with customers in many ways.
Google Business Profile is also free to use with a Google account.
Improve your Brand
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I'm Chris. Brand specialist, ready to work with your company and help it grow.
I've worked closely with brands all around the world for over 13 years. Additionally, I'm a huge exercise enthusiast. I've completed marathons, an Ironman and began studying Exercise & Sport Science at Deakin University in Melbourne. I know fitness, and I know Graphic Design.
