Health-One Thailand are pleased to announce that they have teamed up with Mr. Cuoco Black, CEO and Creative Strategist of Fitness Center Design USA to offer Gym Design and Branding Services to clubs in Asia.

Services as simple as a redesign of a small existing club, personal training studios to design and branding of large luxury gyms.

One of our major goals will be helping indigenous gyms of Asia the ability to create their own identity, thus leaving no room for foreign clubs to get a market share.

Photo: Source Fitness of St Clairsville Ohio

Theatrical steel truss elements, stage lighting and the gym's brand colors unite in a dramatic design that has catapulted the gym to the forefront of the community's fitness landscape.
Reception Area Design

Create a design that is a powerful reflection of the gym brand and business model incorporating the gym's colors, lighting and geometry (all the design elements) into a breathtaking beautiful design that seduces prospects into wanting to be a member of the coolest gym in town.

This is how you upstage the competitors and the chains by creating a design that no one can copy or upstage. Cuoco call this "seducing the potential members into buying into the brand."

Cuoco Black is a trusted and respected master fitness facility designer, former design academic and natural bodybuilder. He is the creator of the “Concept Club” which is a new gym design model that helps developers create unique brands that dominate their marketplace. His work includes independent gyms, personal training studios, women's only facilities, residential fitness centers and new franchise models.

The Concept Club is a design initiative empowering gym developers to jump the curve, avoid design trends, and deliver a unique gym brand to the marketplace that dominates its competition.

http://www.fitnesscenterdesign.com/

"The Concept Club is a design initiative empowering gym developers to jump the curve, avoid design trends, and deliver a unique gym brand to the marketplace that dominates its competition"

"we don't copy trends, we create brands"...Cuoco Black

"Gym design is marketing first and a tool of sales and seduction potentially moving prospect to buy into your Brand." ..Cuoco Black

Source Fitness of St Clairsville Ohio retained us to develop a Concept Club that would upstage the competition and telegraph them as the market standout in their community. The owner, a fan of the Rocky boxing character, requested that we integrate elements of a boxing theme in the design of the club. Theatrical steel truss elements, stage lighting and the gym's brand colors unite in a dramatic design that has catapulted the gym to the forefront of the community's fitness landscape.

Source Fitness of St Clairsville Ohio

CROSSFIT Crossfit is the hottest fitness trend here and the States with many versions and various types of equipment manufactures getting into the game.

Our client was competing against many regular gyms and Crossfit personal training type studios and asked us to brand and design this area of his club.

We used circular overhead trusses and attached theatrical lights to them which gave us a lot of flexibility in controlling lighting for special events. We used a red and black paint scheme on the back wall, but we created a pattern that was angular and irregular for added kinetic affect.

Finally, we used red airport runway landing lights on the same wall at the corners where the red and black paint met each other.

Cardio Areas

Most gyms (pretty much all) throw a mirror up on the wall behind their treadmills. We took orange colored mirror and cut it with lots of holes the result is a super cool design and the colors reflect his brand.

Mid City Gym in New York City's Time Square District is the benchmark for the Concept Club gym design model.

A digitally enhanced image of Arnold Schwarzenegger which hangs above the entry door inspired us to design the gym around metaphors relating to the Terminator film saga.

Metallic mannequins, bullet pocked walls, morphing floor patterns and dramatic colors result in a Hollywoodesque-theatrical-environment-for-physical-fitness-and-personal-training.

In the context of the energized Times Square neighborhood, the gym's brand identity is perfectly integrated in the spirit of theater and drama.

“As a former pitcher in the Chicago White Sox and Colorado Rockies systems I had to get it right when it came to my club’s design. I needed a look that was equivalent to the caliber of the teams I was associated with. Cuoco Black gave me a world league gym design that any major player would jump on.”
Ryan Buch, President, FieldFit Gym

Telegraph Fitness

This image illustrates what is often neglected in gym design, that is, the omission of elements that telegraph fitness (as in: this is a gym). A digitally enhanced photograph of Arnold Schwarzenegger hangs above the entry of Mid City Gym's foyer which immediately gives visitors the clue that they are stepping into a gym.

Add to the photograph the gyms brand identity which is reinforced through the use of the blue and orange colors that are the client's logo and brand identity.

VP Fitness of Rhode Island

Luxury Aesthetic

This client wanted to create luxury gym brand and we selected elegant design features and simply united everything with beautiful blue light.

VP Fitness of Rhode Island asked Cuoco Black to re-brand a former BAC in downtown Providence.

The luxury-centric aesthetic incorporates blue Chinese lanterns in the stairwell illuminated by cobalt compact florescent lighting.

CULTURE Culture is often neglected in gym design but not with this brand. The client wanted to embrace the culture of the Asian continent in the design of his reception area as a reflection on his travel's to China and the beautiful experience he had there.

We created a Moongate arch made of futuristic glass that was sitting on a concrete floor, surrounded by a water moat, that had purple lights under the surface of the water.

The reception desk is visible in the background as is the uber-cool tiara chandelier that floats above the reception desk, a circular fixture, like a crown, with 99 tiny purple LED lights bulbs that followed the curvature of the fixture.

In-N-Out Fitness is a new gym model we have created on behalf of the owner's need to compete against the local personal training chain gym. Actually, the owner had expressed interest in buying a franchise from the same chain and opted for us to create a brand aesthetic which would upstage this competitor.

Often we are asked to back the brand aesthetic into the existing logo and color way, however in this case, we first developed the client's logo and designed the gym to reflect the same. The result is a new uber cool gym model marrying graphics, colors and lighting to the client's brand identity.

CRUNCH'S Flagship Gym in Union Square New York City is a 21,000 square foot facility

The Helena in New York City is a luxury residential tower on 57th Street and 12th Avenue developed by the savvy Durst Fetner group. A dramatic design was required of the fitness center which effort was to seduce potential tenants who toured the property to buy into the building's brand.

We specified a three story high dichroic glass feature wall to span the three levels of the fitness facility. The beautiful glass wall rises through a stairwell connecting the cardio area on the first floor, selectorized equipment on the second floor, terminating at the social lounge on the third floor.

Source Fitness of St Clairsville Ohio

LOCKER ROOM DESIGN

Most gyms do not invest in designing beautiful locker rooms because they feel the training floor is more important. This is a mistake because they are leaving a marketing opportunity on the table by not creating nice design in the locker rooms.

This effort makes gym members feel "special" and that ownership cares about them. This is especially true for the female demographic, a growing market demographic, which should be exploited and marketed to using a locker room design strategy like this.

In the States, gyms try to get pretty women to join because the men will follow. Attraction of the opposite sexes is a sales tool used since the beginning of advertising and marketing,

Health-One and Cucuo Black will take your gym to the next dimension. Be your own BRAND.

The Boutique or the Luxury Gym is an aesthetic employing modern design clichés considered sophisticated, stylish and cool. It’s an attractive style however it says nothing about a brand and less about fitness.

The Big Box gyms are a brilliant business model. Design however is reduced to a non-event as the marketing objective is to compete on price and to be the "first-one-in" and occupy real estate. Though this model has it's detractors it's a trend that's here to stay.

The Muscle Gyms are rooted in the genre of the late 20th Century “Pumping Iron” aesthetic. These are brute, hard, and no nonsense facilities adorned with basic equipment and modest design. These are updated "blue collar" gyms loved and revered by those who train hard.

The Boxing Gym model adopts the classic elements of a boxing club and is growing across all borders. The aesthetic is easily replicated in the adoption of a boxing ring, hanging punching bags, industrial lighting, motivational graphics, simple color schemes and exposed superstructure.

The MMA Gyms employ smart geometry and graphics, thoughtful paint schemes, and more precise detailing than boxing gyms, yet all seem to be some reinterpreted version of their boxing gym predecessors.

Crossfit Gyms or boxes are typically industrial spaces reduced to minimal decoration. The highlight of this model is the collection of "junkyard scraps" such as tires, chains, plywood boxes and steel framing define the aesthetic.

“The difference in your sense of culture, comfort and those welcoming club aesthetics can be the difference between establishing a person's interest or first impressions versus the anxiety in just wanting to leave. Cuoco Black clearly knows the power of branding, creating a culture, and how to execute".
Craig Garza, Co-Founder, Chairman (ret.) FISA
Fitness Industry Suppliers Association

“Proper design will differentiate your club from all other facilities and Cuoco Black is the industry’s most influential and successful design expert. Among other things, his understanding of design in the fitness industry translates into your ability to sell more membership at higher fees”.
Jim Thomas, Fitness Management & Consulting

“They say that success is in the details. If this is true, then Cuoco is the Picasso of Health Club Design. He takes the normal everyday "fitness center look" and turns it into a complete sensory experience like none other.”
Jarrod Saracco, The Health Club Doctor

Please contact us if you would like more information on how to differentiate your gym from the competition.

joe.csa@gmail.com

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