A Decade of Design: A Brief Look into the History of Fitness Branding
From generic globo gyms to pink pilates princesses and satisfy running bros.
As the flagship article, I figure now is the perfect time to set the stage for the world of beautifully branded wellness we’re in today. We’ll start with what fitness looked like a decade ago and dive into 4 reasons fitness design shifted from 2010 into what it today. At the end of this article I’ve jotted down 4 brand trends I’m noticing take over this decade.
Let’s dig in.
Take a trip with me to 2010
when fitness branding was… uninspired, to say the least. Picture stark, functional spaces with logos that could’ve been whipped up on Microsoft Paint. Globo gyms dominated like Gold's Gym and Planet Fitness—cookie-cutter establishments that screamed “get in, get out, check that box.” Their focus was on mass appeal and standardized aesthetics: rows of treadmills, fluorescent lights, and a business model banking on people signing up but never showing up. A well-designed experience was an afterthought unless you were splurging on an Equinox membership.
Fast forward to today, and the game has changed entirely. Good design is common, and even common place. Even your neighborhood pilates studio probably has its own branded matcha bar.
So, what happened?
1. The boutique fitness boom
CrossFit, SoulCycle, and OrangeTheory started to surge in popularity in the 2010’s. These studios built tight-knit communities and reframed exercise as an emotional experience. Their branding mirrored this ethos—sleek, intentional, and magnetic. Their members started to adopt the fitness method as an identity piece - remember the “a vegan and a crossfitter walked into a bar” jokes? You can’t buy that kind of brand affinity.
2. The rise of the influencer
The golden age of Instagram for fitness, in my humble opinion, was 2015. If you got in then, you could amass a huge following by sharing content from your daily life, algorithm be damned. This boom was also the Bodybuilding.com glory days, when spokesmodels popped up and niche fitness became more mainstream. The real kicker - gen pop started to become obsessed with the lifestyle of fitness more than just the function.
This was when branding took a sharp turn into lifestyle territory. Influencers weren’t just selling products; they were selling the dream of a fitter, cooler, more aspirational identity.
3. The pandemic-driven innovation
Remember 2020? Of course you do, most of us are out here trying to forget. Brick-and-mortar gyms shut down overnight, and suddenly the industry had to pivot—fast. Virtual classes, live-streamed workouts, and hybrid models emerged to fill the gap.
As someone running a branding studio during this time, I can personally attest to the influence of the pandemic on the wellness industry. People had to move out of their brick and mortars and figure out a way to take their practice online. As we were building creative solutions to stream a pilates workout series live, for example, I saw software boom to meet the demand. This created new and creative ways people began to interact with fitness brands in their daily lives. Fitness and wellness expanded beyond the gym and into an individual’s living room and thus the lines blurred.
4. The Wearable Takeover and the Rise of Wellness IQ
While software boomed to meet coaching demands, wearable tech did the same. All of a sudden gen pop is not only tracking their steps, but their sleep, stress levels, heart rate, and more. Recovery-focused wearables like Whoop and Oura have heightened our “wellness IQ” to a point that has created demand for new and hyper-personalized services and product. Suddenly, fitness brands weren’t just competing on performance; they had to integrate recovery, stress management, and lifestyle into their messaging.
This decade in design: what I’m seeing now
Subculture brand boom
The fitness market today is crowded, and brands are carving out niches to stay relevant from crunchy LA wellness girlies to marathon-running Boston bros. These micro-targeted identities drive design choices, from muted, earthy tones to bold, high-energy graphics.
Photos from Bandit and Girlfriend Collective Lifestyle-driven design
Forget selling products; brands are now selling lifestyles. Running shoes aren’t just about improving your mile time. The creative now focuses on the full experience of what it means TO BE a runner and sells the lifestyle and the camaraderie of a shared identity. It’s not what the product does—it’s what it represents.Hyper-Personalized, Hyper-Targeted Design
Hyper-targeted-marketing jumpscare here - but this is an effect I’ve labeled “niche at scale.” Brands like Nobull started with CrossFit and have since expanded to cater to golf, football, and beyond—without diluting their identity. The key? Making every customer feel like the brand was made just for them.Holistic Messaging
With the rise of recovery tech, performance isn’t the only narrative anymore. Recovery, mental health, and overall well-being have entered the chat. The best brands now speak to the whole person, weaving sleep, stress, and recovery into their story.
Fitness is design-driven. And I’m stoked about that. In the coming articles, you can expect deep dives on trends I’m noticing, hot takes, lukewarm takes, and occasionally quick bits of inspo I’m consuming. Come along for the ride:
Chat soon,
Tatum Brandt
Tatum, your analysis of fitness branding’s evolution is spot on. The shift from generic gym environments to personalized, community-centric spaces is evident. Your insights into the boutique fitness boom and the rise of influencer culture highlight how branding has become deeply intertwined with identity and lifestyle.
I just listened to your recent appearance on The Dino Podcast, you discussed the integration of wellness practices like cold plunges and sound healing into mainstream fitness. This fusion further emphasizes the holistic approach modern fitness brands are adopting. 
I’m eager to see how these trends continue to evolve and how brands will further personalize experiences to foster deeper connections with their communities. Also looking forward for more posts soon :)
Great Synopsis. Couple things I’d add: 1) CPG. Consider Siete Mexican Foods (grain free Mexican foods founded in 2015 by Veronica and Miguel after Vero was diagnosed with lupus and compelled to eat grain free, acquired in 2024 by Pepsico for $1.2B); Liquid Death (founded in 2017); LMNT electrolytes and its goto market (initially via Tim Ferris newsletter); and Factor heat and eat functional macro meals. All Niche at Scale.
2) Sobriety/ Alcohol free lifestyle. It’s a thing and there’s no sign it’s slowing down. It’s changing the face of sports social sponsorship and advertising bottom, up (no pun intended.)
3) health and wellness local destinations and networks are the new church.
Keep going! Excited to have a front row seat here! Creating the possibility we can find something to work on together.