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7 tips to create a fitness brand

7 Tips to Create a Fitness Brand

how do we create a fitness brand?

We covered what fitness branding is in our ‘how to maintain brand consistency for fitness coaches’ blog, so let’s rewind things in this one and show you how we create a fitness brand in the first place.

here are our 7 tips for creating a fitness brand

1. Establish your mission, goal, or objective

Don’t just skip to the sexy part (the graphic design), figure out your brand positioning first. It’s sort of like doing your business plan, yes a bit of a yawn, but if you fail to plan then you plan to fail. Right?

Determining your coaching brand or gym brand and what it stands for is the nucleus of everything else about your fitness business, so understand why you’re even in the fitness industry in the first place.

  • What pain points from your clients are you exceptional at solving?
  • What factors are most important to you and delivering your service?
  • Are you aiming to be solely online or a mix of gym floor and online?


Write down these answers and try to establish your business mission statement. This will be the foundation for building the aesthetics, voice and personality behind your brand moving forward.

2. Figure out who your audience is

Your fitness brand needs to be aimed at a specific audience. So we’re talking about your niche here, who are you aiming your fitness business at? 

  • Hard-working parents, that have zero time to look after themselves?
  • Business owners and entrepreneurs, that need support with more than just a workout program?
  • Or are you targeting seasoned athletes who are ready to take that next step in their professional careers?


Understanding who your audience is is crucial to how you strategise your fitness marketing.

Figure out who you are talking to, what pain points they have and how you can help to solve them. This will help you better understand your audience and make it easier to talk to them directly in your marketing communication.

Top Tip: Once you’ve established your target audience, picture them when you’re producing ANY content. I mean really picture them in your mind, as if you’re talking to them directly. Give them a name if you have to, just make sure you’re talking to them specifically every time you write a blog post, social post or email.

3. Figure out what you can offer that no one else can

How do you stand out from all the other fitness brands? What makes you different from the rest? Yeah, you might be offering the same service as every other Tom, Dick or Harry on Instagram but what is it that makes your fitness business UNIQUE? 

It could be down to you as a person, your skills, or your background that gives you a unique angle with your audience. Take the time to think about the benefits of the service you offer;

  • Are you more affordable than your competitors?
  • Do you offer more value in your services, for example, are you a qualified nutritionist as well as a qualified coach?
  • Do you offer a bespoke location for your clients to train in?


The key here is to understand what makes you different from the rest, and then to use that information across your messaging and content when communicating with your clients and potential leads.

4. Get some super-sick graphics

Our favourite part. Once you’ve established the voice and position of your fitness brand, it’s time to show it in a visual manner.

When prospective clients are considering a new PT or online coach they often look at the logo and general content across social media and websites.

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So make sure you stand out. Your logo is a good place to start, but as we’ve said before, fitness branding is way more than that. It seeps through your entire content.

From your business cards (yes, people still use them) to your social media graphics, the colours you use and the typography you choose all have an effect on your audience and inspire them (or not!) to respond in different ways.

When your fitness branding is done correctly, across your logo, typography, photography and web design, your audience will begin to recognise your brand instantly.

Here’s a classic before and after for you to feast your eyes on…

fitness branding before and after gif

6. Market yourself consistently and effectively

It’s our favourite ‘C’ word again, consistency is key. Continually using the same fitness branding across all of your marketing communication can increase revenue by up to 23%

Keeping your entire fitness branding consistent will also help to keep your marketing efforts efficient. Think about it, if you already know the colours you use, the tone of voice you have, and the typography and imagery that is synonymous with your brand, it’ll be a million times quicker to create content (blogs, social media graphics, pay per click ads etc) for your audience.

Allowing you more time to get back to doing what you do best, being an online coach or PT!

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Our Custom Logo Design is the ultimate starting point for fitness businesses

5. Research your competition

It’s not copying and it’s not being nosey, it’s being clever. Researching your direct competition will allow you to see what works and definitely what doesn’t!

You don’t want to look or sound like anyone else, especially those offering the same service as you. Research your competition by doing a quick search on Instagram and Google for ‘personal trainers near me’ or ‘online coach for business owners’.

Make a note of what they’re doing and how they’re doing it. It’s ok to like some of it too, use it as inspiration and pass it on to your fitness branding team to use as idea generation.

Key takeaways

  • Creating your fitness brand is more than just a logo, it’s your voice, your personality your graphic design and all of your marketing communications.
  • You need to be clear on who you are marketing to and be different from your competition.
  • Don’t rush it or hash it, delegate to the pros and get it done right the first time.

what's next?

You’ve got a couple of options. 

  1. Read more of our blogs about fitness marketing, fitness branding and fitness graphics here >
  2. Take a look at our Asset Academy where you can sign up for unlimited access to over 400 assets (and growing) that can help you with everything from brand consistency to the ultimate fitness coach lead magnet.

keep up to date

Thanks for reading our blog, we hope it’s offered some help in your own fitness website build. If you’ve got any comments or questions, please feel free to leave them on here or drop us an email on [email protected] and we’ll get back to you as soon as we can.

We’ve got more blogs for you here > Make sure you check back regularly to keep up to date with all things fitness branding. 

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