Goodlife fitness

With over 450 locations, Goodlife Fitness is the largest health club in Canada and the third-largest in the world. Despite having an unbeatable variety of equipment and classes, in 2019 Boutique Fitness was kicking its butt. And while the brand’s footprint was everywhere, it meant nothing to Canadians. Like any meaningful transformation, we started from within. Reconnecting the brand to its founder’s reason for starting GoodLife: to help every Canadian get stronger. The brand’s new positioning statement was just two words: Canadian Strong.

We launched the rebrand with a film featuring Polaris shortlisted artist, Haviah Mighty and a focus on DEI in our cast.

In hundreds of the clubs’ newly designed interiors, the brand’s new design system focused on all different body types was paired with the brands’ distinct and inclusive POV on fitness.

Finally, we developed brand guidelines and strategic tone of voice principles that set the foundation for the brand well into the future.