Life Fitness / Hammer Strength undergoes empowering dual strategy rebrand

The US company, which comprises fitness brands Life Fitness and Hammer Strength, sought the help of British creative agency Syn to cement itself as a market leader. The newly unified corporate identity underlines intentions to speak to fitness communities throughout the world.

With Life Fitness / Hammer Strength requiring a corporate image refresh, Syn opted to rediscover both brands’ considerable heritage. Life Fitness dates back to 1977 when it brought exercise bikes to gyms, transforming them into more accessible spaces. Meanwhile, Hammer Strength’s advances in biomechanics led to the creation of movement machines that work with the body’s natural motion.

By rebuilding from these foundations, Syn also incorporated the company’s ‘groundbreaking’ new Symbio range of cardio equipment. These two key characteristics of respecting the brand’s past and looking to the future helped inform its overarching corporate dual brand playbook and toolkit. Along with updated logos and a new visual language, Syn also developed a new tone of voice and messaging strategy.

Jim Pisani, Life Fitness / Hammer Strength CEO, says, “It’s important to make sure we’re building a brand that speaks to both our exercisers and customers, with authentic messaging around the power of routine exercise and working out. We want people to wake up every day and realise that if I do this, then I’m going to have a much better day, I’m going to live longer, I’m going to be healthier both physically and mentally.”

While Life Fitness offers a more premium, lifestyle-oriented feel, Hammer Strength’s identity focuses on athletic performance, therefore allowing the brands to have their own distinct identities as well as being connected under the Life Fitness / Hammer Strength masterbrand.

Chris Newell, creative director at Syn, adds, “Our partnership with Life Fitness / Hammer Strength has been a truly collaborative and inspirational journey. Together, we’ve built a brand narrative that honours their heritage while paving the way for future success. We’re excited about the next chapter of evolution as we bring these powerhouse global brands together and get fit for a new generation.”