Ending America's workout rut, one Acquapole at a time.
"Water can drip and it can crash. Become like water my friend." - Bruce Lee
Brief: Bring a foreign product into the US.
Product: Acquapole, a submerged workout device using a pole as the core to multiple attachments.
What We Did: Transformed the product into AquaFit, a high-energy, water-focused workout club.
Why Now? We are in a country where *50% of people need their gyms, luxury gyms have become a staple, and gym boredom has resulted in Zumba, SoulCycle, and more.
Opportunity: No one has owned the water workout space either as a "fad" or as a serious luxury gym. We sought to make a gym experience that combines fierce workouts with the resistance benefits of a pool.
Strategy: The most gratifying workout.
Identity: Capture the kinetic energy of water.
The logo mimics a cascading wave in form, fanning out to simulate motion when in static environments.
Our palette reflects water in any state of motion.
But water is fluid.
Whenever we can we are going to change the AquaFit logo into moving logos.
We utilize 3 energy levels to guide gym goers throughout the experience.
We made a short manifesto video to further define the brand experience. (1min)
We are keeping it very clean, almost like a spa to enhance the luxury feel.
One of the largest pain points is getting people into a gym, especially when moist, chlorine-scented pool air is blasting into your face. We moved the pool as far away from the front door as possible and use hallways as a filter.
The club is 8,000 square feet with a half-size olympic pool, making it the size of a large fitness center able to support many ranges of athlete.
We also make sure to include massage and physical therapy by appointment along with saunas to relax the post workout body.
Keeping it light and clean like the space we open with what we have to offer. At the top you'll notice the logo in it's relaxing state.
As you dive into the class page you'll notice some key features, like the calendar grid to easily find the classes at the day and time you want -Pain Point!- and the ability to choose a class based on difficulty level.
When you click on a class a screen appears with a short description.
Since we chose and intermediate class the animated logo in the pop-up will reflect the middle tier, churning and flowing.
There's also a Spots Remaining number to make sure you will grab the class quickly as there's limited room.
A personal pain point we solved is not knowing how to use the tools given to us for the most effective workout. We provided a place online that allows those new to AquaFit to see how it's done and which muscles to engage during.
You can plan your workout online before you even come to the gym. This also means you don't need to always partake in a group class, you can motivate yourself to exercise solo.
Digital In Store:
We use the logo to enforce level of intensity. We'll use Instagram as our storytelling medium.
Our social executions will revolve around motion and movement.