Energie moves “beyond the gym” with new strategy and brand identity

Energie Fitness has unveiled a new brand identity, signalling its expansion “beyond a traditional gym-centric model”.

As part of its new strategy, the franchised gym operator will launch new small group training concepts, focus on digital innovation and expand its health and wellbeing services designed to support members both inside and outside the gym.

Describing the move as “a pivotal moment for the brand”, Energie Fitness will also launch a new app designed to keep members connected, engaged and supported beyond the gym floor.

A range of new membership options will also be introduced, combining in-club access with digital tools and wellbeing-focused content, offering flexible fitness solutions and a more holistic approach to health.

The brand refresh follows a significant period of transformation under the leadership of CEO Jon Cottam. Over the past year, Energie has implemented major internal system upgrades and established a heavily refreshed central support team, positioning the business strongly for its next chapter of growth.

“This is about much more than a logo,” said Jon Cottam, CEO of Energie Fitness. “We are evolving as a brand, investing in people, product, digital, and wellbeing, while staying true to what has always mattered most to us: creating compelling, community-centric environments where everyone feels they belong. Across our network, we will continue to prioritise local engagement and inclusive offerings, delivered by supportive teams who understand the diverse communities they serve, at a price that makes sense.”