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TRANSFORM YOUR BUSINESS


Three companies take big steps to re-energize their brands


there are countless fitness entrepreneurs and organizations that successfully fight back, against a sagging economy and increasing competition, determined to stay relevant in the market. Consider the examples of these turnaround experts who reinvigorated their brands.


S » 18 Fitness Business Canada March/April 2016


ales slump. Long-time clients driſt away. Class sizes stagnate. Business can be merciless during challenging times. But


BY BARB GORMLEY


1 Rename


Movati Athletic Ontario www.movatiathletic.com


W


hile many businesses rename their companies after pivoting


in a new direction, The Athletic Club, an Ontario chain with 12 clubs, had no plans to change its direction or its name. After all, business was good and the name had stood the test of 17 years, providing a solid footing and positive name recognition in its mul- tiple markets. But when the company expanded


to Ottawa, it found itself on the turf of the similarly-monikered Ottawa Athletic Club, a 30+-year-old institu- tion with deep roots in the city as a full-service fitness and sports facility. Something had to give. In December, 2014, the courts re-


solved the trademark dispute, and The Athletic Club renamed itself Movati Athletic. While the renaming was unplanned,


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