Metafit.
Turning a start up training programme into a globally recognised fitness brand.
Scope
Client
Clarity =
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Challenge
Metafit launched into an oversaturated fitness market dominated by equipment led circuit training programmes.
The product was different. Bodyweight only, non choreographed, 30 minute sessions designed to push participants to their limits and trigger a 24 hour afterburn effect.
The challenge was making that difference clear and credible. As a licensed training programme, the brand also needed to attract coaches and give them something they wanted to be part of. It had to feel trusted, proven and easy to deliver across multiple environments.
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Solution
We defined a simple proposition. The 30 minute workout that works for 24 hours.
A bold identity was created with a clear and flexible strapline system.
Black and white imagery reflected the intensity of the workout and colours were chosen to create authority and stand out in gym and studio environments.
Assets were designed to be simple and adaptable, so coaches could use them consistently.
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Conclusion
Metafit now has over 10,000 certified coaches worldwide.
The brand is a leader in a crowded HIIT market, giving coaches a clear, consistent system they can adopt and deliver across PT sessions without complexity.
Metafit has expanded into three new verticals. MetaPWR, MetaPRO and MetaCUB. The brand also supports a popular range of apparel.
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'Mark’s bold identity and clear participation positioning were fundamental to Metafit’s launch success.'
Justin Corcoran
Creator of Metafit™
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