On Air Fitness Rebrands With Independent Agency Carburant
Updated: 11 hours ago
French gym chain On Air Fitness has launched a new brand platform, 'Change de niveau', with a refreshed visual identity and a multi-channel campaign built around four community profiles, aiming to lift national awareness and appeal to younger audiences in a crowded market.
What On Air Fitness Launched
On Air Fitness, with independent agency Carburant, has unveiled a new brand platform ('Change de niveau'), a fresh visual identity and a multi-channel campaign and brand film. The creative is built around four community profiles: committed members, women, combat-sports fans and beginners.
The chain — which operates more than 120 clubs across France, Spain, Portugal and Morocco — is using the rebrand to raise national awareness and reach a younger audience.
Why Segment the Audience
Building the platform around four distinct profiles is the smart part. Fitness is not one market but several, and speaking to a nervous beginner and a committed combat-sports fan in the same generic voice reaches neither well.
Segmenting the creative lets one brand feel personally relevant to very different members — a far more effective route to growth than a single, lowest-common-denominator message about 'getting fit'.
Marketing Minute's Take
In a crowded, price-pressured category, distinctiveness and relevance are what pull a brand out of the discount war. A clear platform plus audience-specific creative is how a mid-market chain competes on more than membership price.
The risk is fragmentation — four profiles can dilute a brand if there's no strong central idea holding them together. 'Change de niveau' has to be the unifying thread, or the four audiences become four disconnected campaigns.
What Businesses Should Do
Map your real audience segments and give each a version of your message that speaks to their specific motivation, rather than blasting one generic pitch at everyone.
But anchor those variations to a single brand idea. Segmentation without a unifying platform just creates confusion; the platform is what makes the parts add up to one recognisable brand.
Quick FAQ
What is On Air Fitness's new brand platform?
'Change de niveau', a rebrand with agency Carburant featuring a new visual identity and a multi-channel campaign built around four community profiles: committed members, women, combat-sports fans and beginners.
How big is On Air Fitness?
The chain operates more than 120 clubs across France, Spain, Portugal and Morocco.
What is the goal of the rebrand?
To lift national brand awareness and appeal to younger audiences in a crowded, price-competitive fitness market.
Fitness isn't one market but several, and On Air Fitness building its rebrand around four distinct profiles is exactly right. The caution is discipline: segment your message all you like, but anchor it to one central idea or the brand simply fragments. — Daniel Nikolla, Founder of Merx Marketing
Segment your message by audience motivation — but anchor every version to one brand idea, or segmentation just becomes fragmentation.
Is your marketing speaking to your different customers' real motivations, or blasting one generic pitch at all of them?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Stratégies, Sport Business Club and Presse Agence.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
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