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Know-How Exchange

Topic: Taglines/Names

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This question has been answered, and points have been awarded.

A New Kind Of Fitness Company Needs A Great Name

Posted by Anonymous on 1000 Points
We are launching a new fitness company - immediately starting with a personal training company, with plans to open the first gym within 2 years, then grow geographically. Other expansion plans include other branded health and wellness products and affiliations within this extended community.

Key point of differentiation is that the target market is Boomers and more specifically those who are retired (though not exclusive). The belief is that exercise can improve any life at any age regardless of one's history exercising, level of fitness and overall health and ability.

Another point of differentiation is our emphasis on individualized programs based on specific needs, age, concerns, resources, comfort with exercise and level of fitness, etc. The trainers are diligent in their attention to correct form and degree of challenge, maximizing results and minimizing the risk of injury.

We are not about building buff bodies. What we want to convey is that we can all do something about the quality of our lives, especially as we age. We want to convey that a life filed with vigor, strength, get up and go, liveliness, energy, confidence, self assurance, self reliance and hopefulness is possible for everyone.

In other words "We are all living longer. Are you up to it?"

The tagline we like is "Vitality at Every Age". My favorite thoughts for a name - Lifetime Fitness, My Time Fitness - are taken.

Need some creative juice. Can you help?


  • Posted by michael on Member

  • Posted by adammjw on Member
    and if the target group are retired guys then perhaps


  • Posted on Author

    My thinking is that the name has to communicate what it is we do (fitness, training) as well as capturing the notion of addressing different needs at different life stages. And or perhaps the message that this is doable and feels inviting.

    The tag line gets at this - addresses the aspiration/benefit. - "Vitality at Every Age"

    I was thinking to fill in the blank "_________Fitness Group"
  • Posted by SRyan ;] on Member
    Generation Fitness Training
    Ageless Fitness Group
    Timeless Fitness Training
    Eternal Fitness Training
    Infinity Fitness

    Get the idea? ;]
  • Posted by Puru Gupta on Member

    Here are a few suggestions -

    "Rejuvenators' Fitness Club"
    - Vitality at Every Age

    "Classic Fitness Club"
    - Vitality at Every Age

    "Back-trackers' Fitness Club"
    - Vitality at Every Age

    I would also recommend you could think of keeping a single name for the Fitness Group, since you could project your work through other promotional atributes, like a photograph in the print media, alongside your name, or at the billboards!
    A few suggestions in this regard -

    - Vitality at Every Age

    - Vitality at Every Age

    - Vitality at Every Age

    Hope this helps!
  • Posted by ari.mckee on Member
    How about "Vie Fitness Group?" Vie means life -- and ties in the "Vitality" in the slogan.
  • Posted on Accepted
    LifeStyle Fitness Group

    ShapeIt! Fitness Group

    LifeStage Fitness Group

    Just4You Fitness Group

    LifeCycle Fitness Group

    LiveWell Fitness Group

    Shape Up Fitness Group

    LifeTrack Fitness Group

    VitaLife, DynaLife, LifeForce, GetFIT, TimeTrack, Yes-U-Can, TimeLife (no, no -- that's a magazine... :-) )

    Good luck!

  • Posted by KSA on Member

    Yet a few more suggestions:

    Tailored Transitions Fitness Group

    Custom Transitions Fitness Group

    Smooth Transition Fitness Group

    Healthy Transition Fitness Group

    I think Transition(s) makes sense - there are a lot of adjectives that could be used at the beginning.

    Good luck!

  • Posted on Member
    Lifestyle Fitness

    and then your line
    Vitality at Every Age
    or Vitality for You

    Vitality for All Ages

  • Posted by Mushfique Manzoor on Member
    hi chaylock

    great response above. how about these...

    1. Lifelong Fitness Group - Vitality at Every Age

    2. Lifespan Fitness Group - Vitality at Every Age

    3. Life Cycle Fitness Group - Vitality at Every Age (taking cue from Product/human Life Cycle)

    4. LifeStyle Fitness Group

    5. EverHealthy Fitness Group - Vitality at Every Age

    6. Forever Fitness Group - Vitality at Every Age

    7. All Age Fitness Group

    hope this helps.

  • Posted on Member
    Hi chaylock,

    I have some suggestions:

    2. GYM OF LIFE

    I hope it would help. Good luck!


  • Posted on Member
    The one thing I keep thinking of is the fact that Boomers are reluctant to identify themselves as "aging." Just look at the rebranding AARP has done to appeal to this new generation. With that in mind, I would suggest the following:

    Prime Fitness Group
    Vitality at Every Age

    You've got a great concept and I wish you the best of luck with it. Hope this helps!


    Lucky Guppy Marketing
  • Posted on Member
    The one thing I keep thinking of is the fact that Boomers are reluctant to identify themselves as "aging." Just look at the rebranding AARP has done to appeal to this new generation. With that in mind, I would suggest the following:

    Prime Fitness Group
    Vitality at Every Age

    You've got a great concept and I wish you the best of luck with it. Hope this helps!


    Lucky Guppy Marketing
  • Posted on Member
    Ugh. Sorry for the double post.
  • Posted on Author
    Thanks everyone for all this help. The challenge is that most suggestions with "blank fitness", eg lifestyle fitness, are already taken! What I've thought of and is not available includes life time, live well, life long, seasons, boom, life quest, radiant, life span, life stlye, elan, verve (all preceeding fitness) and fitness matters and joy of fitness. I need the name to pass the trademark test and the .com test and hopefully compliment the tag line "vitality at every age". And the name should describe what it is we do - a fitness company.

    Any other ideas would be appreciated.
  • Posted by KSA on Member

    Unfortunately, two word domain names are almost impossible to find. While you might want to keep the name as short as possible, you may have to give up on a two word name.

    I'm not sure about the trademark test, but in terms of domain names - try putting an adjective in front of the word you like best.

    For example, domains are available for:

    Custom Lifetime Fitness
    Custom Lifestyle Fitness

    That would encompass both the idea of fitness tailored for the individual, and the lifetime concept.
  • Posted by on Member
    Just a thought but...having done a quick search on Google I find that no-one has ever heard of the following...




    ........being a boomer myself, those names might appeal! (And could be supported by your "Fitness Group")

  • Posted by chough on Member
    A few extra ideas for the pot!

    OptaWell Fitness Group
    For Health, for Fitness, For Life

    Vitalus Fitness Group
    Energy for Life

    Loci Fitness Group
    The Rejuvination Station

  • Posted by SageXpert on Member
    your promise seems to be that you'll keep me healthy, fit and slim as I age (I'm now 75) so use one of these combinations - they're all available. Or, play with any other combination at -- I fid their search and respond gives many useful alternatives and variations of the theme.
  • Posted by NoStressXpress on Member
    How about:

    L.I.F.E. (Longevity Improving Fitness Exercises)
    L.I.F.E. (Longevity Increasing Fitness Exercises)
    L.I.F.E. (Longevity Increasing Fitness Enterprise)
    L.I.F.E. (Longevity Improvement For Everyone)

    I hope this helps!

  • Posted on Author
    This was great and I do appreciate everyone who took the time to offer suggestions. Thank you.

    We have decided to name the company "LifeStages Fitness". It passed all of the tests, including passing a name search and we reserved the .com for this. It works well with the tagline and with the messages we will be developing.

    I awarded all of the points to "ccoldren" as his/hers was the first entry with the suggestion "life stage fitness group" that I worked from. (Others followed with the same suggestion.)

    Again, thanks.

    Anyone interestd in a dialogue on marketing to this segment (thanks Patricia), I'd love to hear from you.
  • Posted by The Radial Group on Member
    I like an earlier poster's point about the aging continuum. We see this with our clients in the health club industry.

    The physical condition of most people in their 30s and 40s is relatively similar, but enormous variation develops among people as they age. Some people in their 70s are bedridden even though they have no acute illness, while others are still going strong.

    It's the product of many lifestyle choices over a lifetime + genetics + environment, not so much a product of chronological age. So with this segment it's even more important to market to them based on their capabilities/goals, not just on age.

    But: as a practical matter, in most communities adults in their 50s and beyond are unfit and overweight and starting to experience health problems related to their inactivity. Traditional fitness businesses ignore/underserve this market. So the business opportunity is very real.

    Key concerns of this segment: fear that increased activity will harm or kill them; intimidation by equipment they don't understand, often at a point in their lives when they are less able to assimilate new info, a sense of hopelessness that they're too old to be successful, fear of early disability leading to nursing home.

    As a group, they tend to be much more motivated/loyal than younger customers. Designing your services to "meet them where they are" capability-wise and ensure small, early successes will be huge in attracting/retaining them.
  • Posted on Author

    What you say tracks with our experience as well. Thanks for commenting.
  • Posted on Member
    The name of the business is not that important, as long as it doesnt sound Hardcore, after all look at Ralphs, Kroger, Publix, Alpha Beta, Smiths, Luckys- none of these names have any indication that they are Grocery stores.

    It's your message and how you advertise what your services are to your target audience.

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