This page contains a Flash digital edition of a book.
WHAT’S YOUR NAMING STORY?


WHAT’S YOUR NAMING STORY?


ADRENALINE PERFORMANCE CENTER


FITNESS FUNATICS I


started a training business and then later opened a studio because, in the early 2000s at least, it seemed that gyms weren’t just that fun. The inspiration came


from my mother who had a bit of a reputation for eating healthy and always hav- ing fun whether she was skiing, power walking or swimming. Exercise was just a way of life for her, so I began to think of her as “the fitness funatic.” I tossed the name Fitness Funatics out to my friends and family, and aſter one


summer of thinking about it I decided it was the perfect name for my club. I love the name because it clearly states what we are about – fitness and hav-


ing fun. People tell me they think the name is clever and inviting, and they’re always cu-


rious about the “fun” part. It’s the kind of name that makes me happy to say when people ask me what I do.


Shelley Greig, Fitness Funatics Port Elgin, Ont. www.fitnessfunatics.ca


People who know me know that Adrenaline Performance Center represents me and my training modalities perfectly. For those who don’t know me, the name tells them that we’re a no- nonsense kind of place – not your average gym. The word adrenaline gives the idea that you


O


have to give 100%. And we really focus on per- formance here, so I definitely wanted that word in. The acronym, APC, is also concise and easy to say. If you’re searching for the right name, it’s very


important that your name reflects your facility. Define the service you provide, what you rep- resent and the market you’re going aſter, then come up with some key words that resonate with you. Don’t get too complicated.


is a good idea” principle, he adds. Good name options for a fitness busi- ness will be strong, positive, trustwor- thy, suggest action and results, and personable.


Rise above the crowd The top criterion for creating any


winning name is that it be distinctive and memorable, says Hemsworth. This typically means staying away from too-common words and phrases that lump you with your competitors and from offbeat or gimmicky spellings that can alienate you from potential customers. For example, using a pun or a "Z" instead of an "S” in the spelling can make a name difficult for people to understand or remember. Hemsworth recalls one former cli-


ent who initially championed a quirky combination of two foreign words.


“It was only meaningful to him,” he


says, struggling to recall the name. “If people can’t remember the name or spell it, they won’t be able to find you.”


Consider short and catchy Short names are always good, say


the experts. But for a name with the ul- timate sticking power, go with a short verb or word that creates a picture in your mind – think Zumba, Nike, Sh’Bam and Curves. They’re positive words that are fun to say and roll eas- ily off your tongue. These kinds of names also create a


strong jumping off point for graphic designers who are tasked with creating logos and making the business name a standout on business cards, advertise- ments and signs. According to Hemsworth, “Great


names have legs. You can immediately »


If you’re lucky enough to have a lively or descriptive first name or surname – like Peter Twist, of Twist Conditioning in Vancouver, Jeanette Steele of Bodies of Steele, in Parry Sound, Ont., Gayle Boxer Willson of Gayleforce Core Training, in Toronto, or Taylor Simon of Taylored Training, in Kingston, Ont. – naming your business is easy!


November/December 2013 Fitness Business Canada 21


Jonathan Chaimberg Adrenaline Performance Center Montreal, Quebec www.adrenalineperformancecenter.com


ur previous name, J Sport, was a bit bland and I wanted something a bit more edgy.


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48