Athlon Fitness & Performance
Design & Print
As SLO County's premier fitness and training coach, Athlon Fitness & Performance exists to help athletes and individuals of all ages look, feel, and perform at their best so they can live the life they want.
With locations in San Luis Obispo and Paso Robles, Athlon Fitness & Performance provides some of the very best athletic- and fitness-development coaching on the Central Coast. Since 2003, they have boasted an impressive team of expert trainers with nearly 100 combined years of higher education (to say nothing of their real-world experience) in everything from nutrition, to kinesiology, to sports psychology. Over that time, they’ve coached over 10,000 athletes and individuals from across the Central Coast who want to achieve their highest levels of fitness and performance, whether on the field or in life. However, they’d struggled for years with conveying who they are and what they do in their brand communications, both verbally and visually. And typical terms by which they were referred—like “gym,” or “trainers,” or “cross-fit,” were all simply inaccurate. While their product has been elite for years, their brand messaging was not.
With the new Athlon brand, we identified two overarching priorities right out of the gate. First, it was important to honor the visual integrity of the original brand because many of its cornerstone elements (e.g., the spartan helmet and the red-and-black color scheme) were important to Athlon’s owner and founder Ryan Joiner. Second, after 15 years and tens of thousands of members coached, Athlon was a fairly visible brand on the Central Coast, and the visibility capital contained in the Athlon brand needed to be preserved.
The new Athlon brand heavily incorporates images of their target-customer; that is, high-school and college athletes as well as ordinary, everyday people who want to look, feel, and perform at their best. Themes of dumbbells, weights, muscle heads, and drill-sergeant trainers were wholly inaccurate, and therefore avoided entirely, and the brand instead communicates elite athletic fitness, strength and capability, precision performance, and strategic, wholistic, state-of-the-art training.