Group Fitness Classes
A Branding Case Study Pt 3
Finally, it’s time to don the fluorescent face paint and dive into the world of 90s dance for Clubbercise.
Getting ready for the weekend...
Clubbercise was created in the UK in 2014 by three friends who didn’t go out clubbing as much as they wanted, so they decided to combine the highs of a night out with a workout. Clubbercise now has over 2,000 instructors across the UK, Europe, Asia and Australia. The moves involved in the class are a blend of simple aerobics, toning and club dance steps with high and low-level impact options to make the class easy or challenging to suit all abilities. The music in the class is a mix of 90’s club classics with the latest club anthems and the setting for the class is a dark room with disco lights and every participant has their own set of flashing glow sticks. Singing is encouraged, old-school chants of “ogi ogi ogi” ring out and there’s a lot of whooping.
The branding for Clubbercise wouldn’t be out of place advertising an actual live music venue. The logo uses a modern font in lowercase that looks cool and young, it’s also very colourful with a rainbow gradient running through it. It screams lights and dancefloor – exactly what you’d get in a club and in a Clubbercise class. The symbol is made up of one flowing line to draw the shape of the letter ‘C’, it could also be seen to represent the movement involved in the class and even look a little like the light train left from a waving glowstick. The emblem is a strong addition to their brand identity and is used across instructor outfits and participant merchandise for easy recognition.
Promotional material for Clubbercise features dark blurred movement images that focus on the glowstick light trails. They show happy participants from everyday classes teamed with famous song lines, club slogans and iconic club land imagery similar to that of Ibiza - ‘I heart Clubbercise’ and ‘Eat, Sleep, Glow, Repeat’. Again, there’s a strong focus on women in the imagery and the messaging, more so than any other of the classes discussed. This imagery has more of a social feel and looks like the style you’d find on an Instagram feed. They encourage participants to interact with the brand in this way too, calling for ‘Glow Selfies’ and a variety of hashtags. This is a great way to build their brand tribe.
When you think of clubbing you think loud dance music, singing, high energy raving, dancing and lights and being in a Clubbercise class is no different. The Clubbercise message is "you get to dance to your favourite tracks without a hangover the next day!” and it doesn’t matter where you are, as soon as N-Trace – “Set You Free” comes on you can’t help but lose yourself in the music and join in the fun.
Over the past three blogs, we’ve been introduced to three unique exercise classes each with their individual marketing style but all with the same focus at their core - fun and simple fitness classes that build a community. It doesn’t matter if you’re a cool Pound rockstar, love a Bokwa party or a Clubbercise raver at heart, with all of these classes you will get the same feel-good factor that group exercise can bring. Making friendships, improving confidence, having support and achieving results. If this is executed well through the right messaging, classes like these will generate a loyal tribal following and in doing so will strengthen the brand and increase participant numbers.
Whether it's your own fitness brand, national repositioning or start-up venture, we can help from concept to market. To get in touch with Michelle, call the studio on 01332 201743 or email firstname.lastname@example.org
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