Fortis Fitness Studio: Shaping a Brand that Moves People

Challenge

When new owners took over Husky Mafia Health and Fitness, an exercise gym on Florida’s Emerald Coast, they inherited more than a set of weights and treadmills. They faced a larger question: How could they stand out in a crowded fitness market where most gyms compete on price, programs, or equipment?

Vision

Their ambition was to create something more than another gym. They envisioned an elevated health studio that would combine top-tier staff and equipment with an environment designed to inspire. More importantly, they wanted to shift the focus from transactional memberships to a true sense of belonging—a culture where neighbors didn’t just work out side by side, but actually built community together.

Solution

To bring this vision to life, the new owners reimagined every detail of the studio experience. They invested in cutting-edge equipment and expert trainers, but they also curated an atmosphere that felt personal and welcoming. The space was designed not just for exercise, but for connection—with classes, events, and experiences that encouraged relationships as much as results.

To bring the vision to life, I stepped in as both strategist and storyteller. My role spanned brand strategy, identity building, creative direction, and messaging—all designed to transform ambition into a living, breathing brand.

I worked closely with leadership, providing the strategic clarity and language they needed for internal alignment, planning, and communication. At the same time, I shaped the go-to-market campaigns that would introduce the brand to the community—building awareness, sparking positive associations, and turning curiosity into connection.

At the heart of it all was the creative visual and verbal assets that made Fortis' personality, values, spirit and essence come alive in an interesting and memorable way--logo, color pallettes, fonts, design elements and, of course, verbal brand storytelling. I crafted messages that not only resonated with potential members but also inspired them to take action. In order to signal that Fortis was different than other exercise options and to re-enforce its community-building positioning, I opted for a human-centric communications strategy. Instead of pushing or prodding, I leaned into the retail principle of selling through attraction—inviting people in with a culture and experience that felt irresistible. The result was a brand that didn’t just sell memberships but built a movement.

In sum, I provided the following:

• Brand Strategy

• Positioning Strategy

• Brand Naming Services

• Brand Identity, Personality, Voice and Tone

• Brand Visual Design Kit

• Brand Symbol and Logo

• Message and Storytelling Copywriting

• Creative Direction

Results

The outcome was a fitness destination that redefined expectations on the Emerald Coast--and a continuously growing and highly successful business. The vision is reality with Fortis successfully established as a truly different and innovative place to do more than simply log workouts; it has become a hub for health, connection, and community, where members feel they are part of something bigger than themselves.

Others Say - Google Reviews

"Outstanding coaches. Great community of people. Great facility. I’ve done gyms in the past but motivation was a challenge. But it’s different when you have folks around you to support and push you." (Chris W)

“Fortis Fitness Studio is an exceptional place to work out. . . . I've come to appreciate the strong sense of community—they truly feel like family. The equipment is top-notch, and the environment is motivating and welcoming. Whether you're a beginner or a seasoned athlete, Fortis has something for everyone. Highly recommended!” (Julie N)

“Fortis is by far the best gym I tried in the area. I always had anxiety about going to the gym but I just felt at home at Fortis. Everyone is extremely respectful and courteous. It is an extremely clean gym. And they have the best personal trainers in the area, period. . . .Best gym hands down.” (Maria B)