The Local Workout

Creating a hospitality-first fitness center.

The Local Workout is a service-centered hospitality approach developed from years in the fitness industry understanding the driving force of the users and applying that to the amenities, brand, and experience.

Sector

Fitness

Client

The Local Workout

Company

Madeline Naughton Designs

Project Duration

June 2017 - February 2018

Project Type

Branding, Environmental Design, UX Design, Marketing

The Challenge

The client came to me looking for a full brand design for their new fitness center. The owners are two women that had been in the industry for a combined 20 years looking to create a fitness center for the neighborhood with a "Cheers-effect" approach where everyone knows their name and makes them feel welcome, increasing their attendance and excitement to continue working out regardless of their level.

My Role

I worked closely with the clients learning about their goals and what drives them and their target market, developing an identity that reflects that. We created an environment that made people feel welcome and provided energy throughout the space.

Conclusion

The business rapidly grew into a well-loved fitness center, turning a profit within the first year of opening. They were able to continue their business throughout the pandemic and beyond and eventually sold the brand to create a Local Workout franchise that is now in the works to bring the same welcoming energy to neighborhoods throughout the Chicagoland area.