A fresh brand identity
empowering healthier communities

Traditional gyms can often feel intimidating, and specialised wellness centres are sometimes inaccessible. The brand’s mission was to build an environment where everyone feels comfortable to be themselves while accessing quality wellness facilities. Across its 20 fitness centres, Everybody Leisure aims to create a sense of community, provide diverse wellness services, and encourage a lifestyle of health and happiness across all ages and backgrounds.

We began by digging deep – conducting in-depth interviews with internal teams and partners, alongside surveys with current members to uncover what really mattered. This was paired with a full review of the customer journey, from first impressions during sign-up and the website experience, through to class bookings and the overall environment within the centres themselves. 

The insights led to a refined brand strategy, anchored in the idea of Leisure for life – a concept that champions fitness as a gateway to a better life, not just for individuals, but for the wider community. A revitalised brand model for Everybody Leisure, one that celebrates inclusivity, accessibility and community spirit. A place for everyone, regardless of age, ability or fitness level.

The legacy orange and black colour palette was retained for its strong recognition, but the orange was refined to feel bolder and more dynamic. The heart-shaped logo mark remained, a familiar symbol of health and wellbeing, but we refined its shape and proportions to feel more contemporary and balanced.

With such a wide range of services and experiences across Everybody Leisure’s sites, we also helped define a clear sub-brand architecture – ensuring every offering felt connected, but distinct. A key part of the visual strategy was authentic storytelling, so we commissioned a bespoke photo shoot featuring real members enjoying real moments, bringing warmth and relatability to the brand.

We also developed a flexible verbal identity, anchored around the idea of ‘Every…’ A confident, inclusive language system that underpinned centre signage, member communications, and wider marketing materials.

Feedback consistently highlights the welcoming atmosphere and ease of use, particularly noting the supportive staff and accessible facilities. Everybody Leisure has successfully achieved its vision of providing ‘leisure for life,’ positioning itself as a trusted community partner in health and wellness.