Today Fitness

A new gym operator approached TOAST with the vision of creating a new hyper-premium gym in Villawood (NSW) and duplicable in other areas later on, to cater towards people who wanted more from the fitness and wellness experience designed from the ground up.

TOAST was tasked to develop a fresh and engaging approach to brand this new gym that challenged the conventions of the category and dive into the core of what real people truly wanted from their fitness and wellbeing experiences.

Working with the client’s team, TOAST conducted extensive research into understanding the competitor landscape, national trends and into the hearts and minds of Australians to understand their needs, behaviours and drivers within the fitness and wellbeing industry. 

Our central insights were that people were sick of being compared to others, tired of intimidating gym environments and were looking for more than just a set of weights and poorly scribbled instructions on the side of gym equipment. 

From a robust strategic framework, we created the Big Idea: “Your Best You” and a name to operate the business: “Today”.

With a strong purpose, the new brand Today mirrors a humble and genuine proposition that resonates with our audiences: everyone is simply trying to become the best version of themselves, every day, at their own pace, and that also means something different to everyone. 

Working with the interior designers, we worked to unpack how this guiding philosophy would spread across the environment to make a truly inclusive and collaborative space in which people could become the best version of themselves.

Visually, we looked to challenge the traditional colours of the gym industry by creating a fresh, open palette of colours, inviting people to come along for the journey. 

Your Best You is a promising customer proposition which has been well welcomed and has a long life with inclusiveness at the very core of its value proposition.