Foundry Refresh

Four years after we launched Foundry from the merger of W10 and The Foundry, the UK gym market has split in two. Budget chains and premium clubs are both growing, and the middle is being squeezed. Foundry’s coached, small-group personal training has always belonged at the top end, and the brand needed to look the part.

 We kept the equity and raised the finish. There is a calmer, mint-led palette, a cleaner wordmark, tighter typography and a more assured voice under a new line, Find Your Fit. The refresh runs through new brand guidelines, a rebuilt website, social templates and Found My Fit, a documentary series built on members’ own stories.