Rebranding is a strategic move that many companies undertake to stay relevant, expand their market reach, and better align with their evolving services. As fitness trends shift and consumer expectations change, a well-executed rebrand can help a company refresh its image, attract new audiences, and maintain a strong market position. Many fitness companies are now rebranding to emphasise a broader focus on wellness, reflecting the industry’s shift from traditional fitness to holistic health solutions.
Why Fitness Companies Rebrand
1. Shifting Focus to Wellness: As the concept of wellness becomes more mainstream, fitness companies are rebranding to emphasise a more comprehensive approach that goes beyond traditional exercise. This shift reflects the growing consumer demand for holistic health solutions that integrate mental, emotional, and physical well-being.
2. Expanding Service Offerings: As companies broaden their range of services—such as incorporating mental health support, nutrition guidance, and recovery programs—a rebrand can help communicate these expanded offerings more effectively to consumers.
3. Modernising for Inclusivity: Many fitness companies rebrand to modernise their image and appeal to a more diverse and inclusive audience. This can involve moving away from names or images that suggest a specific body type or fitness level, promoting a message of wellness for all.
4. Enhancing Global Appeal: Companies with region-specific or narrowly focused names often rebrand to appeal to a global market. A more universal brand name can help attract a broader audience and support international expansion.
5. Differentiation in a Competitive Market: The fitness industry is highly competitive, and rebranding can help a company stand out from its competitors. A unique and memorable brand identity can make it easier to communicate the company’s value proposition to potential customers.
Rebrands in the Fitness Industry
YogaGlo – Glo
Glo is a technology-enabled health and wellness company that offers an online platform with thousands of professionally filmed yoga, meditation, Pilates, and educational materials. Originally named YogaGlo and focused on offering yoga classes online, the company rebranded to Glo to reflect its expanded range of wellness services.
I knew that the word yoga was widely misunderstood, easily misconstrued. For some, it’s a loaded word that can be bogged down by weighty metaphysical or cosmological beliefs. For others, it meant only a new routine at the gym. My first instinct was to generate a name and logo that didn’t use the word yoga. How do we speak to yoga’s more expansive possibilities?
Derik Mills, Co-founder
The company operates under the three-letter .com domain GLO.com. These domains are highly valued for their rarity, memorability, and the professional image they confer.
Beachbody – BoDi
Beachbody, known for its fitness programs and supplements, rebranded to BODi in a move to modernise its image and appeal to a broader, more inclusive audience. The original name carried connotations of a specific body image, which the company wanted to move away from. BODi represents a shift towards promoting overall wellness and fitness for all body types, reflecting a more inclusive and holistic approach to health.
We felt it was important to change the name of the platform from Beachbody because it was actually focusing people on an outcome and an ideal. People don’t care about the outcome if it’s at the expense of their self-esteem or lifestyle.
Carl Daikeler, Co-founder, Chairman and CEO of BODi
As part of the rebrand, the company secured the CVCV domain name Bodi.com. CVCV (consonant-vowel consonant-vowel) domain names are popular for their simplicity, ease of pronunciation, and memorability, making them appealing across languages and cultures.
Gympass – Wellhub
Gympass, a corporate wellness platform, connects employees to top partners for fitness, mindfulness, therapy, nutrition, and sleep—all in one affordable subscription. Originally focused on gym memberships, the company rebranded to Wellhub to better reflect its expanding range of services. The old name, Gympass, suggested a focus solely on gym-related services, while the new name, Wellhub, encompasses the company’s broader commitment to all aspects of wellness beyond just fitness.
Gympass has now become Wellhub – a name that lives up to our bold vision where every employee at every company checks in with their wellbeing every day. Eleven years ago, Gympass emerged from a personal struggle—a quest to maintain a healthy routine while navigating the challenges of a demanding work life. What began as a D2C fitness solution has become a mission to make every company a wellness company.
Cesar Carvalho, CEO
The company also switched to the Exact Brand Match (EBM) domain Wellhub.com, a move that opens up new avenues for growth.
OneFitStop – Hapana
OneFitStop began with the intention of serving personal trainers but has since expanded into a global software-as-a-service platform for gyms, group fitness studios, and franchises. As the company grew, it wanted a name that was more distinctive and memorable, moving away from a generic industry descriptor. The rebrand to Hapana helped the company create a unique identity in the market, making it easier to differentiate itself from competitors and resonate with its target audience.
It’s not a decision taken lightly to rebrand a successful business. Yet, the time was right to evolve our marketing to convey the deep and rich offering built by our technology and development teams.
Jarron Aizen, CEO
As part of its rebrand, the company secured the EBM domain Hapana.com, ensuring a seamless transition and reinforcing the new brand’s strength and recognition.
SQUATS – FITTR
SQUATS began as a WhatsApp group created by Jitendra Chouksey to help his family and friends achieve their fitness goals through mentorship, offering tips and short video guides. Over time, it evolved into a tech-enabled, community-first health and fitness platform. To reflect this growth and its broader vision, the company has been rebranded as FITTR, better positioning it to serve its expanding customer base both in India and internationally.
FITTR is more reflective of the market that we aspire to serve and certainly brings a new and fresh feel to our overall suite of existing offerings. While FITTR is perfectly attuned with our vision, we believe that this name has more impact on peoples’ minds and will give fitness aficionados a psychological push towards staying fit whenever they will see the app icon on their smartphones.
Jitendra Chouksey, Founder
FITTR operates on the EBM domain name Fittr.com signaling authority and trust – fully aligned with their positioning.
Fitness On Request – Wellbeats
Wellbeats is a premier on-demand wellness solution, offering over 1,200 classes for all ability levels, including yoga, HIIT, strength training, running and walking, mindfulness and meditation, nutrition and recipes, cycling, circuits, kickboxing, dance, work breaks, stretching, and more. The company originally started under the name Fitness On Request but rebranded to Wellbeats to better reflect its expanded focus on comprehensive wellness and cater to the diverse needs of its users.
At Wellbeats, we believe that wellness, not just fitness, is the underlying lifestyle driver to any successful program. Wellness is an intrinsic goal and infused with great programming, we know that individuals will better meet and stick with their goals, enhance their results, eradicate lifestyle conditions, and in general, lead to a happier, more satisfied life.
Linda Shelton
Wellbeats operates on the domain name Wellbeats.com, which perfectly encapsulates its global aspirations and vision for the future.
ICON Health & Fitness – iFIT
iFIT is a global health and fitness subscription technology company that provides unmatched fitness experiences and solutions to its growing community of six million engaged members across 120 countries. Originally named ICON Health & Fitness, the company rebranded to iFIT Health & Fitness Inc. (iFIT), adopting the name of its proprietary software platform.
As we begin our next chapter of leadership in the health and wellness industry, we are elevating the name of our operating system to become our global corporate name. This name change reflects our focus on providing state-of-the-art fitness technology solutions to as many people as possible.
Scott Watterson, Founder, Chairman and CEO of iFIT Health & Fitness
The company has invested in the short and memorable domain iFIT.com, providing unparalleled optimisation for brand recognition online.
Domains Names in the Fitness Industry
Our recent report, which analysed 124 fitness companies, shows that the .com domain extension is the preferred choice, with 81.5% (101 out of 124) of these companies securing a .com domain name. This preference highlights the value of the .com extension as the most authoritative and trusted domain extension. Additionally, 66.1% (82 out of 124) of the companies have secured Exact Brand Match (EBM) .com domain names. These findings emphasise the strategic importance of domain name selection in the fitness industry, as securing a relevant and memorable domain is essential for building brand integrity, enhancing online visibility, and ensuring long-term success.
Lessons for Fitness Entrepreneurs
1. Reflect Evolving Services: Select a name that captures the full scope of your current and future services. As your company evolves, your name should be broad enough to encompass new offerings, whether they are in fitness, wellness, nutrition, or mental health.
2. Global Appeal: Choose a name that is easily understood and appreciated across different cultures and languages. Opt for names that are universal, neutral, and free from regional or cultural connotations.
3. Simplicity and Memorability: Opt for a name that is short, simple, and easy to remember. Avoid complex, lengthy, or difficult-to-pronounce names. Names that are hard to spell or say can be challenging for consumers to remember and may create barriers to brand recall and word-of-mouth marketing.
4. Market Positioning: Choose a name that aligns with your desired market positioning and resonates with your target audience. The name should reflect the values and aspirations of your brand, helping you connect with your ideal customer base. Avoid names that do not clearly convey your brand’s identity or that position you in a niche market unless that is your strategic intent.
Choosing the right name for your fitness brand is an important decision that can significantly impact your company’s success. By focusing on a name that reflects your evolving services, has global appeal, is simple and memorable, and aligns with your market positioning, you can create a strong foundation for your brand’s identity.
A premium domain name is a powerful tool for businesses looking to establish a strong and professional online presence. If you’re ready to upgrade your brand and boost your online presence, contact us for more information on our premium domain name options and how they can help your business succeed.
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