Brand Identity & Strategy

Established brand identity and defined the marketing strategy for a fitness start-up

Krome Fitness is a state of the art functional fitness facility in India. It was ground breaking at the time of it's inception as the first Crossfit gym in it's region, owned by two Americans.

Establishing the brand's authority was no easy feat as people were predisposed to mistrust this new-fangled way of staying fit. In order to do so, I had to incorporate a lot of science backed evidence into my messaging. Doing market research early, allowed me to anticipate this hurdle, and as a testament to the success of my strategy - the first location was filled to capacity within a month of opening.

Because of the brand's location and positioning as an elite fitness facility, I organized many events that would facilitate word of mouth buzz. This allowed us to appeal to an audience that might otherwise have been harder to reach.

Once the brand was established and ready for growth, I developed a framework around targeting a wider audience. Through the use of google ads and social media engagement, I was able to build excitement in anticipation of the opening of the next locations. This resulted in a waitlist for both the second and third location.

While the pandemic closed affected many gyms, the owners were able to pivot to a streaming model. This necessitated a quick shift in strategy and I was able to successfully grow the brand's following to generate even more leads for their online offerings.