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“Names for a fitness business need to be

strong, positive, trustworthy, suggest action and results, and be personable,” says Jason Hemsworth, a principal at Toronto’s Jump Branding and Design Inc. “The name Curves, for example, is an excellent name because it has broad appeal to the brand's core demographic, while being respectful and accepting of differ- ent body types and visions for success.” Landing on a unique and memorable name

“The name expresses the empowerment of fitness, and the feel good experience our members expect.” ~ Sonny Kekelj, vice-president of marketing, Movati Athletic

the new name—a mash-up of the words movement and motivation—has proven to be more-memorable and less-gener- ic and a positive signpost in the com- pany’s history. The renaming has been hailed a

success because it creates an image of action, accomplishment, excitement and fun, says Chuck Kelly, the com- pany’s president and founding partner. “We chose Movati Athletic to bring life to our mission to passionately deliver an experience that makes members feel welcome, feel comfortable and feel healthy,” says Kelly. Members have been positive about

the name change, especially once they saw the full rebranding bought to life in the club, he adds.

2 Rebrand

OneUp Fitness Halifax


or Halifax’s OneUp Fitness, its re- cent rebranding was a result of be-

ing true to the company’s values. “Like fitness, the best results come from working to be better than your previ- ous self,” says co-owner Nick Matheson. “We pride ourselves on delivering ex- ceptional personal training and ser- vices.” Their new brand better reflects their energy and ambition, he adds. The rebranding process was initially

isn’t always an easy process. Whether you hire an outside firm or tackle the job yourself, con- sider these tips from Hemsworth for a success- ful naming project:

1. KEEP THE TEAM SMALL If you’re creating an in-house committee, you will be more productive and hear from all voices in a small versus large group. Select people who clearly understand your company’s vision, val- ues and offerings, and choose a team leader to manage the process.

2. BRAINSTORM MULTIPLE IDEAS “We typically generate 100-200 names for our long lists,” says Hesmworth. “Try working with themes–maybe the benefits or goals of fitness– then build from there by putting words togeth- er.” Weed through the final choices to find the gems.


3. THINK STRATEGICALLY “Great names have legs,” says Hemsworth. “You can see right away how you could leverage as- pects of the name to bring the brand to life in marketing and graphic design.”

4. COVER THE BASES Once you reach your final choices, consult a trademark lawyer to ensure there are no similar businesses with similar names (check the U.S. if there is any possibility you might expand there in the future). Check for available URLs.

5. TEST IT OUT It is the right name if you feel proud to dis- play the brand on your shirt and signage, says Hemsworth. Check with a few untrained, non- marketing people in your business to see if they like the name, can relate to it and can recall it.

March/April 2016 Fitness Business Canada 19

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