By 2015, New York Sports Clubs felt incredibly out of date, and despite hundreds of gym locations across the East Coast, were rapidly losing their market share to ClassPass and new boutique gyms.
Our initial user research defined their greatest customer pain points: lack of digital tools to make the most of membership, lack of flexibility, and lack of community. In response, we developed a brand and product vision around the idea “Fitness that Fits You.” We refreshed and redesigned the brand identity, tone, and in-club experience, and shot hero imagery of the NYSC athletic community, leveraging the equity of the brand’s signature red. In parallel, we designed and built a website and app for NYSC that offered personalized, ClassPass-like flexibility and data-driven feedback.
The fully integrated rebrand, website, and app made the NYSC experience far more streamlined, modern, and personalized, and had an immediate impact on revenue and conversion. NYSC’s stock value (NASDAQ: CLUB) increased over 200% in the year following the rebrand launch in November 2016. Read a review of the rebrand on Brand New.
Creative Direction. Agency: Kettle.