Know-How Exchange : Branding

My partner started a boot camp on Hilton Head Island last summer. It is for women only and the age range is probably 22-68. The brand name is Adventure Boot Camp (it isn't a franchise but it is similar). It is not affiliated with a gym. She offers a 5:30am and an 8am class Monday thru Friday. It is the hardest hour of your life but the results "show" for themselves. Camp runs for 4 weeks and then there is a one week break before a new camp starts. Each camp costs $200 (for 3 days a week) or $300 (5 days a week).

The camp is outside unless rain or very cold weather forces us inside. Since it is all women, we become close friends quickly. The camp isn't just about exercising- we do a nutrition seminar and send daily emails to all campers with a fitness-related and/or inspirational story.

She is now expanding the business by taking me on as a partner and I will run a camp in the adjacent town. Women only, same times, same as above. This new camp will start in January along with everyone's resolutions.

Seeing how successful our camp was when it launched last summer, several other boot camps have popped up. Most of them are affiliated with a gym or it is just some personal trainer trying to put a class together with no real system or consistency. The competition is weak and likely has no real identity in the market so it will be very easy for us to saturate our brand. Plus we have the womens-only niche.

The Adventure Boot Camp (ABC) logo is styled after the Raiders of the Lost Arc logo. I don't really like it but that's what it is- and it is very identifiable. Every time I wear an ABC tshirt, I am bombarded by women asking about it. They've all seen the logo on our vehicles and there are 500+ women that have gone through at least one camp with us over the last 16 months so that's a lot of tshirts and word-of-mouth.

We need help to promote the new camp and to brand ABC so women will think it is the only game in town. There's gotta be a cool tag line in all of this. Initial thoughts are: "A whole new meaning to Happy Camper" or "Look Hot. Be Healthy". I kind of like the direction of the second one as we need to appeal to the psyche of a flabby chick: "I want to be thin/sexy" but rationalize it for them by saying "This is healthy and I will live longer".

While our logo is definitely identifiable, I'm a fan of radio and TV. Thought we could catch women during the morning commute and/or dropping kids off at school time frame. Not sure if we could use the movie's theme song or not. And I can't think of a "Go ahead, make my day" kind of quote from any of the Raider movies.

We would so appreciate your help. Thanks yall!