Berkeley Fitness is a purpose built personal training studio founded on the expertise and experience of their trainers and the knowledge that nothing is more effective than Personal Training. Choose a trainer that suits your personality and training requirements and their training techniques and exercises that will ensure your training sessions are both speciﬁc and personal to you. Clients range from people bored with the same gym routine, people lacking motivation and struggling to reach the body shape and level of ﬁtness they want or athletes looking to train for an event or recovering from an injury.
We’ve worked with Berkeley Fitness from a number of years now, creating the brand and various digital and printed communications and recently had the opportunity to help them with their move into their new purpose built facility in Cotham. They wanted to really raise their game and position themselves as a true leader in the industry. They also wanted to help overcome the main barrier to entry into personal training, namely that fear of someone stood over you torturing you with all kinds of strange exercises and really cracking the whip!
Our first task was to put a human face on personal training, allow potential clients to get to know the trainers and their ethos and particular skill sets and being comfortable that they are the right fit before committing to signing up for a block of training sessions. An emotive strapline formed part of the strategy, with the phrase “We come to train” illustrating the notion that Berkeley Fitness is an environment for serious people to get the desired results, based on putting in serious effort with the trainers to achieve their fitness goals.
We created a series of videos, firstly an overview of the facility with different trainers and their clients offering opinions on why its such a great place to train, and then a short video for each trainer, introducing them and allowing them to talk about their methods and ethos, for instance some of the trainers only train women, some specialise in Pre and Post Natal training and so on. These videos formed the main basis of content for the new mobile friendly responsive website we created, which is key to the strategy of engaging more visitors using mobile devices as the analytics from their old site was telling us that 90% of their visitors were using smartphone and tablets.
The new site was an instant success, with a sharp increase in enquiries and a significant jump in dwell time from 2 minutes to well over 5 minutes as visitors immediately engaged with the video content. The increased dwell time has also helped fuel a jump to page 1 on google for a variety of their key search phrases.
In an effort to provide their clients with added value, we helped Berkeley Fitness to create a fitness magazine with articles, tips and advice from all of the trainers on a wide variety of fitness issues and areas of interest. The magazine was also distributed to local doctors surgeries and clinics as part of a strategy to increase brand awareness with the local community.
We’ve been heavily involved in the fit out of the new studio – called the Workshop. Our designers created signage and branded graphics for both the interior and exterior of the building and helping to maximise the impact and presence to any casual passers by given the location is in a lane off the high street. The result is a space that feels harmonious and coherent, a fitting setting for the state-of-the-art training that takes place there.