Premier Global, a leading education provider for health and fitness professionals, has unveiled its new positioning, idea, visual and verbal identity, fashioned by brand consultancy The Clearing.
The Clearing’s brief involved articulating a clear promise for the Premier Global brand and redesigning the brand experience to help it stand out as a 'beacon for quality'. Despite leading the field in personal training for over 20 years, the brand had been neglected, looked tired and lacked vision, due to the UK fitness industry suffering a crisis of quantity over quality, flooding the market with inexperienced and poorly-educated trainers.
The brand consultancy located Premier Global's two main strengths: The partnership with The National Academy of Sports Medicine (NASM), the leading personal training authority in the US, which brought an edge of scientific evidence-based content, and the quality of personal training which was unparalleled. They then renamed the tutors delivering this as ‘master coaches’.
The agency developed the brand promise – ‘Outperform’ – to appeal to over-achievers with a burning desire to transform other people’s lives for the better.
Nick Bradley, chief executive of Premier Global, commented on the rebrand: “In a competitive industry that was being dominated by quantity over quality, The Clearing have created a powerful positioning and appealing visual and verbal brand identity that reflects the energetic, progressive and dynamic health and fitness market. We needed our brand to show that we set the benchmark and outperform the industry, with education and training that actually delivers lasting careers for heatlh and fitness professionals.”
Jon Norton, senior designer at The Clearing, explained: “We wanted to tap into the reality of being a personal trainer, the social side and impact on people’s lives. We took our inspiration from the world of sport, which is a new approach for personal training education. The new brand identity represents the shift the fitness industry has made towards health, fitness, nutrition and a lifestyle choice.”
In addition, The Clearing has also modernized the brand's colours, with black and gold the new palette of choice; black symbolises prestige, while gold signifies a link with the pinnacle of sport achievement.