GymPro Apparel

Support with the growth of the brand

GymPro Apparel asked us to take three parts of their brand to the next level:

• Update their visual branding
• Build brand awareness
• Improve website conversions

From the start, it was about collaborating on a strategy that would take what they were already doing well and making it work harder for them in existing or new digital channels.

They may have started as two people looking to inspire others, but they wanted to grow their brand and its message with a ‘team’ around them. Not only did that mean us, as their partners in digital marketing, but also finding the right ways to maximise relationships with upcoming athletes,  support young athletes, and give back to the community as a whole.

‍

Brand strategy

In order to achieve GymPro’s initial goals for increased brand awareness, website conversions, and website sales, we immersed ourselves in their world.

By collaborating on the foundations of brand mission, objectives, and audience, we created a one-year digital marketing strategy and branded visual guidelines and assets that would drive GymPro forward.

With our support, Adam and Leon know where their brand is heading and can run full-speed ahead while inspiring others to Release the Athlete Within.

Inspired by GymPro’s mission, we focused our attention on six key areas and creations to take their brand forward:

1. Immersed ourselves in the brand with a collaborative workshop sessions
2. Audited their ecommerce website and digital channels for recommendations
3. Developed their branding and created the brand’s visual guidelines
4. Tailored a bespoke brand strategy to reach their objectives
5. Produced a press pack for future collaborations and partnerships
6. Created branded digital assets to share their messages on social media

Brand direction and design

To fully immerse ourselves in GymPro and deliver a bespoke package of services, strategies, and next steps recommended for growing the brand, we hosted collaborative workshops. In these sessions, we wanted to gather all the information we needed to take GymPro to the next level. We developed:

• Brand mission, vision statement and values
• Business objectives, USPs, and competitor comparisons
• Audience personas, behaviours, and needs

With a stronger understanding of who GymPro are and who they’re trying to reach, we created a set of visual brand guidelines. In these guidelines, we covered everything from logo variants and colour palettes to typographic rules, graphic devices, and photography styling.

Now, wherever the brand shared their message, it would be instantly recognisable as GymPro.

Brand and marketing channel audit and recommendations

In addition to understanding GymPro’s vision and customers, we also wanted to know what was happening beneath the surface of their ecommerce website and digital channels. This included an audit of:

• Current search footprint analysis and opportunity
• Analysis of KPIs, including performance by territory, device, and source
• Heat-mapping analysis of key pages
• Analysis of CRM database and email campaign performance
• Social media audit and recommendations
• Audience insights review to build targeted audience segments

By analysing these areas, we extracted key information from their existing channels and customer base to supercharge their ecommerce potential and guide their strategy moving forward.

Marketing Strategy

As GymPro’s identity and digital channels were now stronger than ever, it was time to share everything with the world. We created a bespoke digital marketing strategy for the year to show the steps we needed to take the brand from where they were to where they wanted to be.

This annual strategy included:

• Position benchmarking vs competitors
• Assigned sales targets per channel, with tactics to achieve these
• Developed the creative direction and message of each channel by individual campaign
• Established core KPIs to track progress towards brand goals
• Clear steps for progress in an action-driving project management tool