Forus prepares a rebranding for its 65 gyms


forum las rozas

In the image, the facade of the Forus sports center in Las Rozas.

(25-5-2022). The chain of sports centers Forus has contracted the creative agency Spicy to carry out a rebranding of the 65 gyms that it manages between Spain, Portugal and Italy.

Forus adapts to the new fitness scenario. The sports center chain is preparing a rebranding for its 65 gyms, with which it operates in the Spanish, Portuguese and Italian markets.

For this, it has selected the creative agency Spicy, which will be in charge of carrying out the strategy and rebranding of the centers, with the aim of launching a new image of a company focused on the client, as reported in a statement.

According to Borja Beneyto, CEO of Spicy, “Forus fitness centers have a value proposition focused on real people, with real problems and with real motivations. We are all lazy to go to the gym and we all want to treat ourselves from time to time, that is why we want to empathize with our users and push them to meet their little challenges of everyday life, but avoiding self-help phrases and the impossible goals to achieve, that the only thing they achieve is frustration, but from closeness, empathy and humane treatment”.

Forus currently has 44 sports facilities in Spain, 18 in Italy and 3 in Portugal, totaling 400,000 m2 of facilities. The workforce amounts to 2,500 workers and provides service to some 250,000 users.

Ignacio Triana, president of Forus, points out that the objective of the chain is “to promote sports and healthy lifestyles among the population, for which we create quality infrastructures and the best sports facilities. In addition, we offer a wide range of sports and leisure activities and services for people of all ages and physical condition”.

For its part, Spicy is an independent 360 agency specializing in high-impact strategy and creativity. Its clients include Uber Eats, Bnext, Tax Down or ElParking, among others.

Its most relevant characteristic is the fresh and surprising tone of its campaigns and the positioning of brands or products in the market, through a disruptive tone.

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