Co-founded by Mark Mitchell, Ryan Clark and Trent Langlands, Sydney-based E-LAB Training has set out to disrupt the broken gym industry by fusing physiotherapy with fitness.

A merge between two fitness studios was a prime opportunity to refine how this brand communicated its unique offering.

With a historical reliance on word-of-mouth to attract new members, opening in a new location identified the need for E-LAB to ramp up marketing efforts. Furthermore, merging with another studio and taking on an existing membership base prompted E-LAB to review the effectiveness of its internal communications as well.

For MR, this presented a unique challenge; it was not only about trying to get an edge in a highly competitive gym industry, it was also about trying to communicate a very different approach to fitness training.

E-LAB had a great story to tell but they just didn’t know how to tell it.

Like so many of our clients, E-LAB’s owners were so busy working in the business, they had limited time to work on the business. MR was able to slot in, support the owners and fulfil various roles as required.

Following a brand workshop, MR formulated a marketing plan to support both the expansion and post-expansion phases, including the development of a new tagline and key descriptors to better communicate the E-LAB difference, refreshed website copy, new photography as well as taking over social media management. We also developed collateral to promote key initiatives including E-LAB’s fitness challenges and retreats.

With a newly solidified brand foundation, E-LAB is well positioned for future growth and success.