Coyote believed there was still positive equity in the Fitness Institute brand, so the club was repositioned under the Fitness Institute Toronto (FIT) brand name, and the brand graphic was updated.
FIT was positioned as the business-class fitness club. The critical consumer insight was that the target group sought the status of exclusivity in choosing a fitness club, but didn’t to be overtly arrogant or obvious about that desire. Interestingly, this insight came to light when a member’s note to management was casually read aloud in an early creative meeting.
For 2006, FIT was re-branded as Toronto Athletic Club, though the positioning remained constant.