Having created the original brand for Blitz CrossFit back in 2013 the Blitz team enlisted us to rebrand and reposition the business.

Although the business was performing well, it was facing several challenges following a growing number of negative issues surrounding the CrossFit brand.

The core values by which CrossFit had originally been founded on still rang true to the team, after conducting some consumer research we discovered that a large part of the local market was intimidated by, and put-off by, the CrossFit image further cementing the decision to remove the word ‘CrossFit’ and set about rebranding.

Blitz had one goal; to alter the perception of the gym to that of a fun and engaging environment where people can get a sweat on, regardless of their fitness level.

Studio 6 created a new brand strategy, new logo, identity system and worked on redesigning the interior and exterior of the building. Phil Parker serves as an advisory board member, creative consultant and spends a few evenings each week as part of the Blitz coaching team.