Snap Fitness, Chanhassen, Minnesota, is launching a rebrand that is meant to appeal to the 80 percent of North Americans who do not belong to gyms, particularly those in rural markets, the company announced on Oct. 27.
The updated branding will emphasize the emotional benefits of fitness over the physical benefits. The company also is overhauling its location prototype to appeal to today’s consumer preferences.
The brand’s new mantra is “for the feeling,” which is meant to emphasize the mood gains in addition to muscle growth that people achieve by exercising.
The strategic expansion intends to deepen the stronghold Snap Fitness has on smaller, often rural markets, that other large fitness brands tend not to operate in. Likewise, Snap Fitness has heightened its interest in suburban and urban markets with its refreshed brand positioning and advanced in-gym amenities.
“Our new brand ethos, which is narrowly focused on how working out makes you feel versus how you look, has been a guiding light for our innovation throughout the company – energizing our operations, marketing, design and growth plans worldwide,” Ty Menzies, global CEO of Snap Fitness, said in the announcement. “We’ve carefully cultivated a supportive culture at all levels of the organization, from our headquarters in the Twin Cities to each of our gyms, and I am excited to bring that experience to more individuals in new and current Snap Fitness markets across the United States and Canada.”
The new gym prototype design is in development in a few U.S. regions and runs from 6,000 to 8,000 square feet, nearly doubling the size of the original space.
Snap Fitness has developed a way to build the larger footprint at a lower cost than competitors, according to Adam Biedenbender, the vice president of U.S. and Canada franchise development at Lift Brands, which is the parent company of Snap Fitness.
“With competitive yet profitable membership pricing, a culture focused on positivity, mental and emotional health, plus a strong franchise support model, we have what it takes for explosive growth,” Biedenbender said. “We are in a new era for Snap Fitness expansion.”
In addition to the new club design, the brand has made enhancements to facilities to prepare for this new chapter of growth, including upgraded cardio machines, improved weightlifting areas, a functional fitness zone, group class spaces and access to personal trainers. All Snap Fitness locations have 24-hour, seven-day-a-week access for members to allow for convenience, in addition to offering pricing to remain competitive and attract new customers.
Snap Fitness also added to new people to its franchise development team: Jacqueline Albert as real estate manager and Gary Payne as franchise sales director.
Snap Fitness has more than one million members at more than 1,000 clubs around the globe in more than 20 countries. It has more than 640 units in the United States and Canada, 85 units in the United Kingdom, and 300 units in Asia Pacific.
Snap Fitness is one of several larger club companies that have recently rebranded. YouFit announced a rebranding earlier this week, and Exos announced a rebranding on Oct. 28.