Brand book for fitnessU

1. BRAND BOOK
Developed by The Healthy Brand Company © FitnessU and Australian Fitness Network 2014

2. VISION & VALUES
Vision
To be the first choice for credible online fitness qualifications with the largest
network of mentors
Values
THE COMPASSIONATE MAVERICK
Motivated to protect freedom and willing to
employ disruptive (not destructive!) tactics
to effect change, and make a visible
difference to others:
• An independent thinker
• Defined by a ‘don’t fence me in’
mentality
• Smart, creative, unconventional and
full of youthful energy
• Courage, moxie and nerve
• Brings people along for the ride
Independence
Freedom
Youthful energy
Challenge the status quo
Compassionate

3. BRAND PLATFORM
Who are we talking to: People who want a career in fitness because it reflects
and enables them to live their values of youthful energy, freedom,
independence, sense of self and desire to make a visible difference
Insight/Tension: I value my independence and freedom to do what I want to do and be
who I want to be. Being fit and healthy and having a keen sense of self gives me the
energy and courage to challenge the status quo so I can make a visible difference. A
career in fitness would enable me to do all of this. But I can’t see a way to fit study
within my current lifestyle and need to succeed in study, career and life.
Purpose: Activating agents of change through fitness education
Brand Belief: We believe that cultivating students’ independence and freedom
empowers you to make a difference to people’s lives through fitness
Brand Proposition: Flexibility, choices & support that suit your lifestyle & need to
succeed
Brand Behaviour: A protagonist with heart ‘Your challenging coach’
Brand idea:

4. Insight/Tension
I value my independence and freedom to do what I want to do and be who I want to be. Being fit and healthy and
having a keen sense of self gives me the energy and courage to challenge the status quo so I can make a visible
difference. A career in fitness would enable me to do all of this. But I can’t see a way to fit study within my current
lifestyle and need to succeed in study, career and life.
Proposition
FitnessU is the only place that cultivates your independence and freedom whilst studying fitness because of its
flexibility, choices and support that suit your lifestyle and need to succeed. So you can make a visible difference.
Positioning.
Learn, Train, Transform in your career. FitnessU. GO FOT IT!
Reasons to believe/Proof points
• Flexibility & choice. With learning online, mentors around the country and a range of payment options, you can
complete your Cert III and IV qualifications anywhere, anytime, at your own pace. With the shift into small group
training, our PT courses now include GX, and you can bundle specific interests e.g. boxing or yogafit to come out
with the qualifications you want. So you can do what you want to do and be who you want to be.
• Experienced trainers supporting your success. Our Cert III and IV qualifications are designed specifically for online
learning, with unparalleled one-on-one support from online trainers and mentoring with on-the-ground Pro-trainers
to help you succeed in study and your career.
• Credibility & quality. Created by Australian Fitness Network, the industry’s membership organisation that has been
supporting the careers of fitness professionals for over 25 years. Network recognised the need for a change to
give more people the opportunity to access our network of industry-leading professionals who currently deliver a
breadth and depth of up-to-date, quality content and mentoring for our qualifications, continued education courses,
educational events and information sources
• Start living it. We give you complimentary Network membership and insurance so you can experience what its like
being a member and part of the industry during your studies
PROPOSITION, POSITIONING & PROOF

5. BRAND MANIFESTO & MOOD BOARD

6. A PROTAGONIST WITH HEART ‘YOUR CHALLENGING COACH’
Like a personal trainer who educates their client by involving and inspiring
– not just telling – encouraging them to push their boundaries, so they
master something they thought wasn’t possible, not just in the gym but in
their career and life
We have to do it, not just say it
We need to GO FOR IT ourselves
Challenging conventions
To make a visible difference
And bringing people along for the ride
We find and activate latent agents of change – people who love fitness and
influence other people with their passion
We uncover how they do or want to GO FOR IT
Encourage them to GO FOR IT with our total brand experience
Enable them to share how they GO FOR IT to inspire others
BRAND BEHAVIOUR

7. ‘INSPIRING ENERGY’
Charismatic, charming and compelling
Future-focused, with eyes on the prize
Playful and provocative
Active energy and passionate about fitness
Straight-forward and credible
BRAND PERSONALITY & TONE OF VOICE

8. BRAND VISUAL IDENTITY

9. BRAND VISUAL IDENTITY : RATIONALE
BRAND NAME: FITNESSU
Fitness industry
Education U reflects university
U = you at the centre
BRAND SYMBOL
The gold swirl and U stamp make up the symbol
Gold represents winning, happiness, energy, warmth, inclusive
Swirl represents the sun as a moving ball of light, inspiring energy (our personality),
optimism, creativity, playful, active, reflecting your fitness world as a whole – your study,
career and lifestyle
http://videohive.net/item/sunrise-time-lapse/58688?
WT.ac=category_thumb&WT.seg_1=category_thumb&WT.z_author=Stefoto
U at the centre, put you at the centre of the Fitness U and the font symbolises authenticity
and credibility
BRAND COLLAGE
The symbol has been designed to be brought life, demonstrating your world of fitness with
you in the centre.
FONTS AND TYPEFACE
fitness with i dotted – i connects with U as individual, stands for information and digital,
yellow dot becomes the swirl
Choice of font for fitness is solid, smooth lines, flexible = trusted brand, fit body, fits your life
Go for it! font reflects active and direction
Blackboard font for use in headings has been designed to reflect study and the ‘challenge
yourself and others’ aspect of sports vs glamourised fitness

10. BRAND IMAGERY: STYLE & RATIONALE
‘INTENSE ENERGY’
Active energy
Dynamic & Expressive
Challenging
Strong and bold
Commitment & Accomplishment
Precision & Depth
Independent & Motivating others

11. SMELLS
Deodorant like after a shower
MUSIC
Eye of the Tiger
Roar
SOUNDS
Outdoor, Fitness
Big waves
TOUCH & FEEL
Gortex/fabric that’s
enduring and
flexibility
TOUCH & DO
Interaction with ways to
go for it
BRAND SENSORY IDENTITY

12. GO FOR IT!
Our culture
Activating agents of change
Pathways to achieving potential
Our people
Confident in having their own point of view
Driven and inspiring
Customer-focused
Solutions-oriented
Take responsibility
Deliver against their promises
Punch above their weight
OUR PEOPLE & CULTURE

13. WHY
With rising obesity, mental health and stress issues crippling the nation on the one hand and more people aspiring to
health and fitness on the other, we have seen an increasing number of people who are passionate about fitness, poised
to motivate people, turn the issues around and make a visible difference via fitness. But many who might consider a
career in fitness aren’t pursuing it, as they can’t see a way to fit study or career in fitness around their lives.
Network recognised the need to give more people the opportunity to access our established network of industry-leading
professionals – who currently deliver a breadth and depth of up-to-date, quality content and mentoring for qualifications,
continued education courses, education events and information sources predominantly for members – and break down
the barriers associated with studying to be a fitness professional.
We’d recently received data that 50% drop out rate of fitness professionals after 2 years because of isolation and lack
of support. Fitness U is committed to supporting its students beyond studying, into their career.
A member survey indicated that people weren’t as fulfilled in their career as they’d like to be. So we’re providing
mentoring opportunities to enhance that.
It is for this reason we created our newest venture, FitnessU to be about YOU pursuing a successful and enjoyable
fitness education and career as part of your lifestyle – and developed the qualifications to fit YOU.
FitnessU powered by Network is training the next generation of fitness professionals to GO FOR IT!
WHO WE ARE AND WHAT WE DO
Studying fitness at FitnessU gives you the tools, training and team support so you can go for it in your fitness career
Our flexibility gives you freedom to integrate FitnessU into your go for it life, so you can do what you want to do and
make a visible difference
Learn. Train. Transform.
FitnessU
GO FOR IT
KEY MESSAGES: WHAT, WHO & WHAT

14. Flexibility & choice. With learning online, mentors around the country and a range of payment options, you can complete your Cert III
and IV qualifications anywhere, anytime, at your own pace. With the shift into small group training, our PT courses now include GX, and
you can bundle specific interests e.g. boxing or yogafit to come out with the qualifications you want. So you can do what you want to do
and be who you want to be.
• Affordable PT Qualifications with FitnessU flexible fee options
• Low up front payment
• No penalty dropout
• Reducing the barriers to getting started
• Flexibility of online and offline, so you can study anywhere, anytime at your own pace, around your current lifestyle and commitments
• Multi-platform learning (process image with text, imagery, video, assessment, online trainers, practical tasks with pro-trainers)
• Tell us what you want to be (ie boxing instructor, yoga) and we’ll connect you with the right Network CEC or reputable learning partner
to smoothly add onto your Cert II and Cert IV
• Yogafit partner (logo and description)
• Boxing partner (logo and description)
Experienced trainers supporting your success. Our Cert III and IV qualifications are designed specifically for online learning, with
unparalleled one-on-one support from online trainers and mentoring with on-the-ground Pro-trainers to help you succeed in study and
your career
• Online trainers & Offline trainers support you in theory and practice
• Teach you skills to get qualified and be able to succeed as a fitness professional, including running your own business
• “Current student quote”
Credibility & quality. Created and powered by Australian Fitness Network, the industry’s membership organisation that has been
supporting the careers of fitness professionals for over 25 years to be the best they can be. Network recognised the need for a change to
give more people the opportunity to access our network of industry-leading professionals who currently deliver a breadth and depth of up-
to-date, quality content and mentoring for our qualifications, continued education courses, educational events and information sources.
Training the next generation of fitness professionals.
• Trusted RTO
• Supporting careers of fitness professionals for over 25 years
• Proven track record in the development and delivery of quality courses
Start living it. We give you complimentary Network membership and insurance so you can experience what its like being a member and
part of the industry during your studies. And we give you all the tools, training and team support so that you can hit the ground running, go
for it and succeed as a fitness professional
• Survive or Thrive Kit: Starter kit with training, study, marketing, business and professional development resources (show starter kits/
image)
• Membership (link to member benefits)
• Insurance (link to description of insurance)
KEY MESSAGES: PROOF

15. CUSTOMER SEGMENTS
LIFESTAGE YOUTH/1ST JOBBERS
Just out of school, singles, first step
to responsibility
2ND JOBBERS
Beginning of financial/family
responsibilities
LIFE CHANGERS
Young family, Older family, Empty
nesters
Demo
Socio
Psycho
18-24
Gen Y (younger)
Creating their identity/Self-expression
25-34
Gen Y (older)
Honing their identity/Experience
35-54
Gen X & Baby Boomers
Consolidate their identity/Expansion
Why fitness career? Lifestyle
Be your own boss
Be healthy & fit
Hang with like-minded others
Sexy, energetic image
Meeting hot chicks/men
Good at & enjoy sport/fitness
Less sure what want to do
Semi-gap year
Didn’t /don’t want to get into uni
Alternative to bar work
Following a passion they’ve always
had
Dissatisfied with what they’re doing
Stuck in a rut
Want to be own boss
Burn out
Wounded healer
Downsizing of mining/manufacturing
Fly-in/Fly-out
Redundancy
Burn out
Bored
Following a passion
Back to workforce post kids
Empowerment
Wounded healer
Hobby: semi-retired
Fresh challenges
Doing something for themselves
Time for me
Values Fit & healthy = young & energetic
Freedom to create own identity
Independence – be own boss/autonomy
Self-focus – as part of a community
All about me
Fit & healthy = positive & young
Freedom to be myself
Independence – be own boss/driven
Make a difference – help others
Recalibrate me
Fit & healthy = staying young
Freedom to do something for me
Independence- be own boss/income
Make a difference – help others
Return to me
Functional needs Location – online & mentors
Time – anytime, at your own pace
Money – low cost/commitment
Location – online & mentors
Time – anytime, at your own pace
Money – low cost startup
Location – online & mentors
Time – anytime, at your own pace
Money – low cost startup
Social needs What friends have done – image
What social media says – image
Kudos/cache with friends – image
Credibility – mentoring
Success – great career opportunities
‘Back to school’ fear of failure &
intimidation – online/supported
Credibility – mentoring
Emotional needs Instant gratification - ‘now’ purchase
Digital native comfort – online
Pay their own way & time for social/
relationships family/friends– flexibility
Value experience from & their
experience is valued
Security of creating a second career
while working – flexibility
Value experience from mentors &
their experience is valued
Security – start with GX
Works @ lives – flexibility

16. 1st JOBBERS: JO, 18
Pen portrait:
Female, 18 years old, finished school last year, working part-time since,
applied for uni, didn’t get into Ex. Science, wants to get into something she
likes and all she knows is she loves sport & helping people to be more
sporty – because she’s done this with her own mates.
Thinking PT is a good idea whilst doing bridging course to re-apply for uni
maybe next year. Parents have told her she needs to do a course this year
to do something and suggested TAFE. Is looking at ACU, TAFE and other
sports providers to figure out the best course so she earn money whilst she
learns a trade which will be useful in her uni application.
Plays netball & hockey, loved PDHPE at high school, competes in netball at
competition/national level, is working part-time at the local golf club, hangs
out with her friends, goes to the beach. Positive attitude with can-do
approach to picking herself back up to try again.
Reads the odd fitness magazine and does classes at the gym, a bootcamp
twice/week with friends, and can see herself running outdoor group training
sessions if she was a PT.
Uses Facebook to see what her friends are up to, follows fitness motivation
on instagram and Facebook, watches funny YouTube videos and has an
iphone with whatever apps her friends have recommended.
Online study fits in really well with her lifestyle as doesn’t have a car yet and
really likes the idea of a mentor to help her feel confident and job-ready
when she finishes.
Proposition:
With its flexibility, choices and support, only FitnessU gives her the
opportunity to study around her current lifestyle and succeed. Giving her all
the tools, training and team support to hit the ground running and really GO
FOR IT!

17. 1st JOBBERS: ALEX, 21
Pen portrait:
Male, 21 years old, finished a Human Movt degree last year and not
sure what to do as he is very sporty, loves training, getting stuck into
anything physical but not clear on what to do next as doesn’t want to be
stuck inside. Working in a sport company or doing further company
sounded good at the time but wants to earn money now and not do
more boring time when he could be outdoors.
Trains 5 x week, into the Paleo diet and Crossfit, gets a lot of
information from peers for training and nutrition. Gets on well with most
people, gift of the gab, trains hard-parties hard.
All his friends ask him what to do and he likes the kudos associated
with that and with helping them make visible change. Wants to PT in a
gym – like Fitness First Zone, CrossFit, starting his own business
sometime.
Very hands on but after struggling through his uni degree, he’s not the
best at focussing on lots of study when he just wants to get out and be
active. Whilst online learning is not his first choice he’s already a self-
professed fitness freak, and sees it as a quicker way to power through
stuff he already knows from uni and will just ask mates if he needs help.
Loves sharing training videos on Facebook, takes selfies at the gym,
downloads apps and music all the time, will tweet public figures he
admires and uses internet for research if he wants to know about new
exercise fads.
Proposition:
With its flexibility, choices and support, only FitnessU gives him the
opportunity to study around her current lifestyle and succeed. Giving
him all the tools, training and team support to hit the ground running
and really GO FOR IT!

18. 2nd JOBBERS: DAVE, 32
Pen portrait:
Dave has been working in IT since he left school, enjoyed
doing website design for a funky company and has done well
from it but finding himself drawn into more social sporting &
fitness events after doing Tough Mudder and enjoying having a
goal to train for.
Since then he’s done the half marathon, doing Spartan race
and wants to head overseas to climb Mt Kilimanjaro. Reads
mens health, subscribes to various health & fitness forums,
trains with his mates at the gym several times/week, healthy
lifestyle but drinks on the weekend for social occasions.
Working in IT caused him to gain weight and the past couple of
years has seen a big turnaround in his approach to life and
he’s had work colleagues ask him for training advice. He’s
started doing some lunchtime group sessions with a few
people from work at the gym and has been really enjoying
coaching and getting encouraging feedback. Meticulous and
careful to give researched information to the right people, he
has been thinking about becoming a PT and doing some
outdoor sessions in the mornings before work or at lunch time.
Online is a natural option for him as he can combine his work
and study online and has easy access to a gym.
Proposition:
With its flexibility, choices and support, only FitnessU gives him
the opportunity to study around his work and current lifestyle
and succeed. Giving him all the tools, training and team
support to hit the ground running and really GO FOR IT!

19. LIFE CHANGERS: JANE, 38
Pen portrait:
Jane is 38, a mum of twins who have just gone to school. She now has
time to herself and wants to get busy again. Having suffered post-natal
depression from inadequate nutrition, exercise and time out, Jane
turned everything around, she glows and her kids are the ones that
every mum wishes was theirs - happy, active, good at school, and
respectful of people and the environment. She loves fitness and
constantly soaks up more information. She’s the inspiration in her
circle of friends and the other mothers in the schoolyard, constantly
swapping information when mums want to know how to get their kids
away from the TV or eating their vegetables. In fact, every Sunday, she
now organises a group of mums, dads and their kids down to the park
for Sunday fun. Its now getting so popular, that Jane really wants to
make it formal - and start helping families everywhere. But having 2
young kids and a husband who works full-time is quite demanding
schedule, she hasn’t studied for 20 years and can’t afford to fail, in
terms of study, her confidence, or as a career.
Proposition:
With its flexibility, choices and support, only FitnessU gives her the
opportunity to study around her current lifestyle and succeed. Giving
her all the tools, training and team support to hit the ground running
and really GO FOR IT!

20. COMMUNICATIONS OBJECTIVE
To communicate that at FitnessU you can learn, train, transform with an education that fits your lifestyle so you
can GO FOR IT in all aspects of your life and make a visible difference.
KEY COMMUNICATIONS MESSAGES
Note this is not copy. These are the 4 key perceptions/images that we need to build in consumers’ minds – we
focus on one or dial up/down depending on touch-points and timing.
Brand imagery – next generation fitness education that fits into your lifestyle so you can GO FOR IT, with
credibility of fitness industry’s membership organisation
User imagery – for compassionate mavericks who have the energy and courage to challenge the status quo
and GO FOR IT, making a visible difference in every aspect of their own and others’ lives
Experience imagery – flexibility and choices that fit your lifestyle, giving you the freedom to GO FOR IT and
succeed
Product imagery – quality tools, training and team support, including membership and insurance, so you are
ready to hit the ground running and GO FOR IT
Underpinned by relevant pricing and payment strategy
COMMUNICATIONS STRATEGY

21. Developed by The Healthy Brand Company © FitnessU and Australian Fitness Network 2014