Personal Fitness Training Brand Name
PROJECT: Rename an existing personal training systems company to create a powerful brand that aspires to be the leader for fitness facilities worldwide.
ALLOY: A metallic substance made by mixing and fusing two or more metals, or a metal and a nonmetal, to obtain desirable qualities such as hardness, lightness, and strength. Brass, bronze, and steel are all alloys. More generally, a mixture, blend, or combination of two or more things to obtain desirable new qualities.
BRAND POSITIONING: North Point Personal Training Systems came to us with an interesting project. The company licenses personal training systems to individual gyms, studios, and trainers all over the world. We were tasked with renaming this business in order to create a strong, resonant brand for a product that manages all aspects of fitness facilities and could, potentially, become the name of franchise facilities as well.
Alloy is the ideal name for this unique business. The name represents a combination of elements coming together to create something bigger, stronger, and longer-lasting, just like the Alloy system does when combined with an individual trainer’s skill, passion and know-how. It’s where strength and motion meet.
The name Alloy also reflects the relationship between the trainer and their clients, working together to make the clients fitter, stronger, and healthier. Alloy is transformational, a fusion of the best practices of physical fitness business and training, trainer and client, body and mind. And it’s the first name we’ve created, that we know of, for which passionate fans of the brand have gotten tattoos of the company logo!
Alloy. Stronger together.
Here is an update on the success of Alloy a few years after launching the new brand, and the Alloy founder and President’s feelings about working with Zinzin, as told to a prospective Zinzin client looking for a reference:
Were they on time, on budget?
Yes. They set a firm schedule and fulfilled it in a timely manner. This was very helpful as I travel a good deal and appreciated the scheduling aspect.
Were they easy to work with?
Yes. They do push you out of your comfort zone a bit, which is exactly what you need when you have the “curse of knowledge” from your own industry. It’s a true outside of the box exercise.
Were you happy with the name (end product)?
Yes. They delivered a few great choices. All were available for trade marking. We chose the one we liked most and trademarked it in 5 categories in our space. We are a B2B and B2C brand so it had to carry through to both markets. We are in the fitness space. It’s very saturated with all types of “creative” branding, so it was a tall order for Zinzin. They nailed it!
Is the product still in use?
Yes. It’s used worldwide
How was the name received by customers?
Amazing! There are 100s of people worldwide with our logo tattooed on their bodies. I’m not sure there can be a better testimonial than that! I never imagined that the name/brand would be that strong.
How did Zinzin handle feedback/pushback/input/revs?
Great. I/we are not the the easiest organization to work with. Like many entrepreneurs, I pushed back (hard) and they handled it with grace. It was very much an exercise in expanding our imaginations a bit. I hated some of the early names they created even claiming that I had “wasted my money.” It was all part of the process and in hindsight I see that they were simply pushing us out of our comfort zone as pat of their process. Very cool experience.
I highly recommend these guys and would encourage you to trust the process and let Zinzin work their magic.
“They were really good. They are really subject matter experts in naming. It was a great customer experience. I was as satisfied as I could be.”
—President, Alloy Personal Training Solutions
Several of our fantastic clients have been interviewed by the researchers at Clutch for reviews about their experience working with us, including Alloy. Read the full review, and those from other clients, on our References/Testimonials page.