SFPT Performance Training: Case Study
Services: Marketing, Email Marketing, Graphic Design & Brand Strategy
I was approached to reshape the current brand image for Simon Fathers Performance Training (SFPT) and create a marketing strategy to expand the current client base to individuals who want to feel better, perform better and look better.
Simon's 15+ year experience includes training professional athletes from the NFL, NHL, MLB, Rugby League, AFL, MMA, World Tour and Big Wave Surfing, Olympic Sports and the US Special Forces. It was important that the resulting brand identity would reflect Simon's experience and credentials that set him apart from the trainers at the majority of gyms in the area.
At SFPT, there is a focus on movement-based training in a group setting where each exercise is tailored to the individual based on the needs of their specific sport and/or goals. Since the program isn't exclusive to professional athletes, one of the main challenges was to develop a brand that conveyed the promise of top-level training without alienating or intimidating those outside the realm of elite athletics.
In an ever-increasing sea of luxury gyms and trendy fitness classes, Simon's world class training needed to stand out as the go-to program for Bay Area locals looking to get in shape as well as elite athletes.
"Strength to Support Movement."
We focussed on three main user groups that all feature innovative training methods unique to the needs of the group.
- SFPT - Performance Training
- SVU "Special Victims Unit" - Rehabilitation and Physiotherapy
- SFPT Tactical Training - Armed forces and First Responders
The programs are designed to get people feeling better, performing better and looking better with an emphasis on the overarching idea of strength to support movement.
The new brand identity was launched on the 1 year anniversary of the SFPT program with a huge push through the social channels and a physical overhaul of all web and print materials.