LA fitness – Primal Series

Functional training has become one of the most effective ways to work out.

Using this latest thinking, leading gym chain LA fitness designed five new classes to help their members achieve their goals sooner than they thought possible.

Those classes – and indeed the whole programme – needed brand identities.

The brief

Firstly, to create a brand identity and strapline for this new programme, and secondly, to name and describe each of the five functional training classes to use across all marketing assets.

The thinking

These intense, 20-minute blasts of exercise were designed to strengthen our bodies’ natural and instinctive movements.

There was something primitive about that.

I explored hundreds of potential class names, but ultimately they needed to be descriptive. As much as I loved Anarchy, for example, or 360, they didn’t give potential members an idea of how their body would benefit from the class.

The copy

Primal Series – work your body like nature intended.

Dig deep with Kettlebells, Slam Balls and Powerbags to bolster explosive strength and tone your entire body.

Accept the challenge of transforming your abs and torso. Stability, reactions and strength are the names of the game as you sculpt a strong core.

Prepare for your next big session by putting our grid rollers through their paces, for deep tissue muscle massage that builds tone and boosts flexibility and recovery.

Prove you’ve got the power and agility to withstand energy sapping bursts of explosive sports-based activities across functional kit, including Bosu® stax, ViPR dumbbells and ladders.

Act on your instincts and go wild on sandropes, SURGE™ and Bosu® to support, condition and strengthen your body’s natural movements.

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