Warrior Gyms

Warrior Gyms

WARRIOR GYMS

LAUNCH CAMPAIGN / BRAND IDENTITY / MARKETING STRATEGY / SOCIAL MEDIA CAMPAIGN / EVENT MANAGEMENT / PRINT PRODUCTION / SIGNAGE / PPC / ILLUSTRATION / ANIMATION / WEBSITE


Located in Mount Laurel, New Jersey, USA Warrior Gyms is the ultimate Sports and Adventure Park that brings together children, adults, and athletes. Owned and founded by local entrepreneurs Brian Kane and Vito Lasprugato, it includes training facilities for ninja warrior, rock wall climbing and obstacle course racing, all housed across a whopping 40,000 square feet.

THE BRIEF


You may first be thinking: how does a relationship across Wokingham and New Jersey start up? Well, it was all down to word of mouth going international, as our work for the leading UK trampoline park outfit, Jump Giants, caught Brian and Vito’s eye via a recommendation from a U.S trampoline distributor.

It wasn’t long before the guys were telling us their core values and all they hoped to achieve, and how they needed a full brand identity, marketing strategy, website design and build, and a grand opening launch for the gym. The branding had to embody how this gym was born out of the founders living out their childhood dreams; it is a great big playground, inspired by the TV show American Ninja Warrior (Brian is himself a veteran of Season 7 of the hit NBC television show).

But both the branding and strategy had to cover more than that. The gym is one of the most challenging ninja training facilities around for professional athletes. There are very few facilities in the U.S that are so fully encompassing, catering for both family and athletes alike, whilst also being community oriented. We had to maximize this unique combination in helping them find their own unique niche and carve out a sizable chunk of market share.

 

An ancient city emerges in a remote rain forest; One of the last unexplored regions on Earth...

...And then we saw it...

 

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THE ANSWER


We placed an adventurous, child-like spirit at the very heart of the brand identity. The first presentation we saw from the guys featured photos of their own, young children showing off their skills; the next generation of ninja warrior. The branding book, designed to ensure a consistent look, feel and tone across all mediums, was itself like an ancient, sacred manuscript, passed down across generations. Our positioning statement and CTA embodied the essence of this: ‘Brave the legend of Warrior Gyms and soar through a jungle of challenges’.

The eagle logo, stylistically reminiscent of an Aztec totem, was central to the identity, whilst the selection of Montserrat as the primary typeface, with its origins in the old posters and signs of Buenos Aires, strengthened the identity further. Yet it was also an identity very much built for the modern, digital world, encapsulated by the eagle logo having a favicon built into its breast.

With such a wide-scale audience, the potential for confused, off key messaging was huge, which made tone of voice guidance vital. We struck on the great idea of turning our key demographics into ‘tribes’.
The tribes take many forms, from children and adults to sports and business teams. All tribes are united by being warriors, but by creating subtle yet important distinctions in tone for different groups (such as ‘simple and enchanting’ for the child tribe), it enabled the brand to talk to everyone in a personal, inclusive way.

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The eagle logo, stylistically reminiscent of an Aztec totem, was central to the identity, whilst the selection of Montserrat as the primary typeface, with its origins in the old posters and signs of Buenos Aires, strengthened the identity further. Yet it was also an identity very much built for the modern, digital world, encapsulated by the eagle logo having a favicon built into its breast.

 

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The website was constructed around smooth and easy navigation that allowed any tribe member to find information relevant to them, and with prominent links to their social channels, as well as a comprehensive booking system, it also gave them a vital and engaging digital presence and platform to support the bricks and mortar of the business. 

Having the key deliverables of branding and a website chalked off, social media was an integral part of the next phase of our strategy. We set up Warrior Gyms’ social media channels and built up their following in the lead up to the launch in various ways, including a countdown to opening, behind the scene teaser content, and by running competitions to win exclusive VIP tickets to the grand opening, where winners would be the first to try out the gym.

Social dovetailed with the PR strand of the strategy, with celebrity endorsements on Instagram and Twitter from contestants of the American Ninja Warrior TV show and Joe Flacco (quarterback of the NFL’s Baltimore Ravens and one-time Super Bowl MVP) giving the brand and the grand opening great awareness.

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CBS Sports Anchor Pat Gallen was one of the first to face the challenge of Warrior Gyms.

We got great traction off the back of an official press release, highlighted by a three-minute TV segment on CBS, featuring Emmy award winning sports anchor Pat Gallen, which aired in the days leading up to the grand opening. We also secured coverage on Mud Run Guide, a world-leading portal to obstacle course sports that a lot of our target audience tap into.

The grand opening itself was a packed out yet slick schedule of exciting events, with the centre piece being the ultimate ninja warrior face-off; eight of NBC’s American Ninja Warriors facing off against each other for the first time. There were workshops that reflected the brands core values and personality, including training sessions from the first American Ninja Warrior Champion, Isaac Caldiero, and a raffle giveaway with a prize bundle any budding climber would love to win.

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"Warrior Gyms made me a better ninja!" Clint Sarion (aka Smiling Ninja), American Ninja Warrior Contestant

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THE RESULTS


Arguably the best testament to our work done is our continued relationship; with Gasp being appointed their Agency of Record. Post-opening PR coverage helped to continue the amazing momentum we built up, highlighted by an article in the South Jersey Magazine, while Joe Flacco and the Ninja Warrior stars kept tweeting and posting their influential endorsements. The social following continues to grow organically, and the guys tell us they have regular sold out classes and sessions. A great, huge job well done!

 

"Gasp has taken the Warrior Gyms mission and has made it come to life with their ingenius creativity. Their branding has brought a sense of adventure and surely highlights the vision. Their launch campaign was a huge success. Their dedication and expertise to their work and passion is undeniable."
Vito Lasprugato, Owner, Warrior Gyms

 

 

 

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Gasp is exactly what you will do when you see the quality of work that team Gasp can create. Their intuitive nature will bring your brand to life and will capture the audience you are seeking for your business. Their professionalism and willingness to jump in the trenches made our launch a huge success!”

Brian Kane, Owner, Warrior Gyms

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