Executive summary
Barnsley Premier Leisure (BPL) are a not-for-profit social enterprise that provides affordable, value for money health, sport and leisure facilities and activities in South Yorkshire and North Nottinghamshire; and we were approached by them to rebrand their fitness proposition.
Their existing fitness offering brand, 'Fitness Flex', was no longer fit for purpose; it did not position them uniquely in the market and did not portray the company core values that they pride themselves on. The brand image was generic, and the brand name gave the wrong connotations of a body building gym. The brand required revitalisation and repositioning,...