From intimidating gyms to fitness made simple
Circle Fit is a smart, AI-powered workout designed to remove barriers and make getting fit easy and welcoming. Through close collaboration, we defined a business-led vision and crafted a fresh, scalable brand that puts people in control of their health.
Claiming the ‘smart’ fitness space with empathy and impact
Fitness is filled with barriers—intimidating spaces, time pressures, feelings of not belonging. Circle Fit and its tech partner EGYM flipped the model. Their approach: fully personalized circuit training, powered by AI, that adapts to your goals, your level, your pace. Just 30 minutes, twice a week, at a location open nearly 24/7. No trainers shouting. No mirrors. No judgement.
Whether you’re 18 or 80, strong or starting out, the experience is designed to meet you where you are and get you moving. Our task? Define a brand that’s bold in vision, but warm in tone. That speaks tech, but feels human. That simplifies and makes fitness accessible for everybody. And that's ready to scale across Benelux and beyond.
Designing a brand identity that redefines what it means to hit the gym.
The Circle Fit symbol is a direct nod to the circuit-style workout, rendered with bold angles to suggest movement, transformation, and momentum. The color palette strikes a fine balance: vibrant, energetic, and future-facing—but always approachable. Not high-performance pressure. Just positive motion.
A continuous line threads through the brand system representing not only the circuit journey, but the personal progress of each member.
Photography leaned into the after moment. Not grit, not sweat, just the joy of feeling stronger, more confident, more you. Diverse bodies. Real people. Small wins, big energy, made simple.
Shaping the fitness journey with spatial branding
In collaboration with Ninetynine Interior Architects, we designed a spatial concept that maximizes every square meter and fits seamlessly into busy high streets—bringing fitness conveniently closer to home.
The optimized floor plan and customer flow reduce barriers and boost efficiency. Clear, friendly signage guides members through a straightforward, stress-free workout routine.
Built for functionality and effortless rollout, these spaces embody Circle Fit’s vision of accessible, no-fuss fitness, and is ready to scale smoothly across locations.
Finely tune your message with sensitivity
If your brand challenges the status quo, or holds a game-changing insight about your customers, we can help you shape a business-led brand that's built for customer-love and lasting growth. Get in touch with mark@welcometocircus.com and find out more.
Work
Collaborators
Ninetynine - Interior Architects
The Next Chapter - Production
Brian Hill - Photography
