F.I.T. Ave

Bold. Communicative. Strategic. 

What We Did

  • Logo Design + Brand Identity
  • Business Cards
  • Website Design
  • Exterior Branding
  • Interior Branding

When I went to F.I.T. Ave to interview Courtney and RJ for this post, I was a little afraid they'd make me work out. . .

You see, a week before, I put my foot in my mouth when I asked RJ about one of the videos posted to F.I.T. Ave's Facebook Page, that featured RJ handling two, cearly quite heavy, ropes with a veracity not found in civil society. After explaining that he was not having some sort of tantrum, but actually working his arms and core, he offered for me to come to F.I.T. Ave and experience it myself. 

Oy.

That's how Courtney and RJ are. They're welcoming, communicative and ready to help anyone at any stage of their fitness journey. They understand that as personal trainers, their business is about identity and experience as much as it's about core strength and cardio. We knew from the start that working with them would be a great experience. 

Plop down on your fitness ball and check out our conversation with them: 


Markon: Tell us about the name, F.I.T. Ave? 

RJ: "F.I.T. is an acronym for 'Functional Intensive Training'. It's basically our philosophy. We use every style of training that you can think of. From traditional strength training, to physique training, to speed training, floor training - by combining them all into one style, we form a general base to get stronger, faster and better at whatever you’re going to do."

Markon: How long have you been physical trainers? 

RJ: "6-7 years."
Courtney: "I've just recently started training."

Markon: Is this your first experience owning a business?

Courtney & RJ: "Yes." 

Markon: You both made the decision to invest in branding at the onset of your business. Not all small business owners/entrepreneurs do that. There is trepidation about investing in anything beyond the traditional start up costs and operations. What was the motivation/thought process behind investing in F.I.T. Ave the brand?

Courtney: "We knew we would eventually have to do it. Every small business has to. Ultimately, we did it to make things easier for our clients - existing ones and new ones. You know, our type of business is based on appointments and class schedules. We had a Facebook Page, but a lot of people take a business more seriously when you have a website, and places to pay online. Those two things really do make things easier for our clients. We also have a story behind our name and philosophy."
RJ: "We have a compass like picture, or symbol. What we wanted to do was visually communicate the concept that in the fitness and health world you can head in any direction you’d like. We are here to help you out as you head in that direction. That is why we have the tagline: 'Own Your Journey'. Whatever direction you choose to go in, we want you to own your journey and we want to help you."
Courtney: "People ask for our visual identity, or branding. If we don’t have it, they won’t come. Our clients need it - the website or cards. When the website came online and we had cards to hand out, things started moving for us. People started to see us as 'official'.
We use Facebook and the website to generate referrals and grow. People will drive for a good workout, but they have to be able to find us online when a friend refers us, or they search locally for trainers. Markon provided an affordable route to make all of that happen. Business owners should know you're out there and can make these things happen for them. "
People will drive for a good workout, but they have to be able to find us online when a friend refers us, or they search locally for trainers. Markon provided an affordable route to make all of that happen. Business owners should know you’re out there and can make these things happen for them.
— Courtney, Co-Owner, F.I.T. Ave

Markon: There is some debate on how much startups should commit to branding/design/marketing. As entrepreneurs with a new business, do you have a recommendation for committing part of a budget to branding and design?

RJ: "About 10% of the budget. For what we do, 10-15%."

Markon: You came to us committed to branding F.I.T. Ave. Did you have expectations about the design process? What are your reflections on that experience?

Courtney: "I didn’t think it would be as easy."
RJ:  "I didn’t think it would be as timely."
Courtney: "We really felt like we didn’t have to do anything. We just gave you [Markon] the ideas and you guys did everything. We just had to describe what we wanted and you guys did it."
RJ: "Even down to the print effects on our cards!"
Courtney: "I remember, RJ was doodling exactly what he wanted the logo to be and Kristine was able to run from a doodle and make the logo as he wanted it, while even sprucing it up a bit!"

Markon: In addition to your logo and print items, we also designed your website. Tell us a bit about why that was important to you. 

Courtney: "Location is different for what we do. Referrals, backed by experiences online are how we meet new clientele. So, having a website up and running immediately was important. 
We love the website and we were impressed with how quickly you were able to get it live. Our clients have been letting us know that they appreciate having it as a resource and we hope to expand the website as we grow."
 
 

We look forward to watching RJ and Courtney grow as entrepreneurs and F.I.T. Ave grow as a brand. With their tenacity and commitment to excellence, they're destined for greatness. 

 Check them out on their website here!