B LIFE GYM

Story / About B Life Gym

B Life Gym is the brain child of Will Alexander who after personal experiences
wanted a new way to connect with people on a fitness level. Will was always
interested in fitness but found it difficult fitting in with the competitive sports
crowd through school and further education. He wasn’t that interested in team
sports but did enjoy being around others in a non competitive environment. In his
mid 20s Will started practising mediation and yoga, after he went through a
period of suffering from depression. He found mediation and yoga had a very
positive effect on his mental wellbeing. It then became Will’s mission to create an
environment that nutured and encouraged people to find a level of happiness
through fitness and wellbeing.

B Life Gym welcomes all ages and genders into a safe space and not only has a
fully equipped gym but also classes and break out rooms for personal ref lection.
There are also regular guest speakers talking about a variety of subjects from
nutrition, journalling, mental health and relationships.

The environment is very white and grey. There are lounge areas with blankets
and cushions - these might be a highlight colour based on the branding. The logo
needs to ref lect the relaxing, calm side of the gym with perhaps a splash of bright
colour but we are open to ideas.

Logo brief:
We would like a logo that ref lects the feel of the gym - encouraging, calm and
friendly... not overly competitive. It can either be a logo icon with text or purely
typographic. The logo needs to be work as signage as well as on social media,
t-shirts etc.

Please avoid pinks but otherwise open to colour choices that ref lect the values
(tip: do some research on colour association!)

Target market:
The target market sways a little more to introverts over extroverts but that’s not
to say extroverts aren’t welcome. People who are sensitive to others feelings and
needs. All ages and genders. Caring and loving nature.
The membership fees will be middle of the road to higher end prices.

Brand values:
Some key words to describe the brand:

Sophisticated
Understated
Encouraging
Nurtuing
Loving
Calm
Warming
Holistic
Goodness
Healthy

* This is a totally made up business for the purposes of Faye Brown’s Skillshare class
BRAND QUESTIONNAIRE - B LIFE GYM

Please describe your business is 1-2 sentences?

B Life Gym is a health club that focuses on the holistic approach to well being and
health. From HIIT classes to yoga to guest speakers on subjects such as mental
health, our gym has every area of your fitness and mindfulness covered.

Would you say your services are budget friendly, middle of the road or high end?
Middle of the road to high end

What 3 words best describe your business (this is the more touchy feely stuff)
Nuturing, encouraging and calming

What are your favourite brands and why?

Innocent (drinks)... Their values and ethos is similar to our gym.

What would you like your clients to say about your business?
“I feel like I walk into a supportive environment at B Life Gym, they are sensitive
to my needs and goals”

Where will you advertise your business?

Word of mouth / social media

Where do you see your business in...

1 year
Building the f lagship gym with membership options and classes. Starting a You
Tube channel with a range of mini classes and mindfulness tutorials.

5 years
At least one gym in every state of America. Well known presence online with
online membership availability.

10 years
We will be a global brand. Potentially a range of food to compliment our brand
values.

Who is your ideal client / your ideal project?

Jo (gender not relevant) is aged between 25-60. Jo wants a gym where they feel in
a safe environment as they have dealt with some mental health issues recently.
They have a little bit of social anxiety and worry about being around overly
competitive people. Jo would like a range of classes and gym equipment on offer
but is also really interested in a holistic approach to health and would like access
to guest speakers.

What is your brand name and strapline (if applicable)?

B Life Gym - just be you (strapline not necessary within logo but open to ideas)