KidStrong Brand Evolution

The Challenge

KidStrong was at a crossroads. Despite a loyal following of early adopters—fitness-savvy parents who valued a strong mind-body connection for their kids—growth had stalled. Parents weren't consistently choosing KidStrong over competitors like Little Gym, My Gym, or Gymboree. The reasons were clear:

1. Brand Alignment and Identity: Our story wasn’t being told effectively. Parents didn’t know who we were, what we stood for, or why we mattered to their family.
2. Consistency in Marketing and Delivery: There was a gap between how KidStrong was marketed and the actual experience in our centers, creating a disconnect that led to confusion and missed expectations.
3. Clear Market Differentiation: While we believed in our uniqueness, our messaging and identity often blended into the "sea of sameness." Parents couldn’t easily see why KidStrong was the best choice.

Internally, even our team wasn’t aligned. Ask ten people what KidStrong was, and you’d get ten different answers—"CrossFit for kids," "helping kids win at life," or "ninja warrior meets CrossFit." This lack of clarity hindered our ability to grow and retain members.

The Insight

Through in-depth audience research, we uncovered powerful truths about parents of kids aged 0–11:

• Interdependence over Independence: Parents wanted their kids to develop life skills that balanced confidence with collaboration.
• Focus on Progress: Parents valued consistent physical activity and personal growth over brute strength or competition.
• Meaningful Connection: Families craved quality time to bond and celebrate their kids' achievements.

These insights revealed that KidStrong could play a unique role in families' lives: a weekly moment to celebrate kids mastering life skills while strengthening the parent-child bond.

The Solution

To reposition KidStrong for growth, we evolved the brand with a holistic approach:

1. Brand Identity System: We created a comprehensive brand book that unified KidStrong’s visual identity and voice, including:
   • A refreshed logo, color palette, and typography.
   • Photography and iconography styles that captured energy and progress.
   • A consistent voice and tone framework to resonate across all touchpoints.
2. Brand Messaging and Positioning: We crafted a messaging framework rooted in purpose:
   • Mission, Vision, and Values: Anchored in helping kids build confidence, character and family connection.
   • Unique Value Proposition: Highlighting how KidStrong is the only whole-child fitness experience that helps kids and parents be their best.
   • Content Pillars and Storytelling: Shifting from "be the superhero" to "celebrate your journey," while maintaining an aspirational edge.
3. Marketing and Delivery Consistency: We developed assets and tools to ensure alignment across the network, including:
   • A redesigned website and local pages to communicate KidStrong’s value clearly.
   • In-center materials and marketing playbooks to create a seamless experience.
   • Social media assets, ad copy, email, and SMS templates to connect with families authentically.

The Results

This brand evolution has positioned KidStrong as a category-defining experience in child development, bridging the gap between physical fitness and life skills. Parents now see KidStrong as more than a gym—it’s a transformational experience for their family.

• Brand Recognition: Increased awareness of KidStrong’s unique value among new audiences.
• Improved Retention: Enhanced clarity in marketing and delivery, reducing member churn by 8% across all centers in 2 months.
• Stronger Market Positioning: Differentiation that resonates with both early adopters and broader family audiences.
• NPS score increased by 10 points from Q3 to Q4 in 2024.

Watch the video below to see how all brand elements work together to tell a powerful story in less than a minute.

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