» Your Business WHAT’S YOUR NAMING STORY?


HAPPY FIT M


y husband and I sat down with sketchpads and pens and brainstormed names and lo- gos. It seemed like a good idea to plan these together. For me, putting pen to paper


helps ideas flow better than typing on a computer. Happy Fit was the first or second name we came up with, but we ended up brainstorm-


ing for another hour or so before returning to it. It’s perfect for my company because healthy living promotes moving and looking better,


but also has huge emotional benefits. I think that exercise should be fun, and your trainer should help you laugh and feel great. The name Happy Fit also fits my personal transformation from a stressed-out lawyer to a


blissfully happy full-time fitness trainer. When they first hear the name some people think of "Happy Feet," that adorable ani-


mated penguin film, and I think this helps them remember it. Others say, "Isn't that cute!" and many agree that it is simple, upbeat and memorable.


Lisa Avramenko, Happy Fit Qualicum Beach, B.C., www.happyfit.ca


see how to leverage and extend aspects of the name within the brand voice and marketing.”


Think big Though your business may be hum-


ming along nicely today, a geographi- cal name, like Downtown Halifax Fitness, can be surprisingly limiting if next year you open a second location in nearby Dartmouth or relocate to a non-downtown location. Likewise, a name that highlights


your company’s sole focus, ABC Pilates, for example, is liable to create an expensive renaming and rebrand- ing process if you ultimately expand


22 Fitness Business Canada November/December 2013


and add yoga or group exercise classes to your mix of offerings. Using an owner’s name in a com-


pany name is an acceptable if unin- spired option. But consider this issue: if you sell your business – for example, Carol Smith Personal Training – you'll be selling your name too without hav- ing control over how it is used in the future.


Wrap it up Still stuck for the perfect name? If


your brainstorming proves unsuccess- ful, consider hiring a pro for the job. Hemsworth’s firm charges $1,000 to $1,500 and generates as many as 60


The Madonna Approach It only makes sense that Madonna’s chain of fitness clubs has a name with provocative and sexual undertones. Her fourth Hard Candy club opened this October in Toronto’s 78-story Aura building (the country’s tallest condominium) at College Park. The club’s moto "harder is better" along with its name is a reference to Madonna’s 2008 album “Hard Candy.” The chain’s other clubs are located in Berlin, Mexico City, Moscow, Rome, Santiago, St. Petersburg and Sydney.


Helpful naming tool Wordoid (wordoid.com) helps you find a name that sounds good and that has an available domain. If you’re scratching your head or just starting to brain- storm, this free resource could be the answer.


potential names that it then whittles to a client shortlist of five or six. Once you’ve finally settled on your


number one choice, choose a few ad- ditional favourites. Then, check to see that your competitors haven’t already purchased the domain names or trade- marks for your picks. For all your ef- forts, you want to avoid receiving a cease-and-desist letter after you've printed marketing materials and ad- vertised your launch. FBC


Barb Gormley is the senior editor of Fitness Business Canada, a freelance writer and editor, and a certified personal trainer. Contact her at www.barbgormley.com.


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