Owner Nathaniel at Adapt Fitness has an ethos and integrity to his business that extends beyond boot camp sessions, personalised training and loosing a few kilos. He acknowledges the challenges involved with fitness with the name ‘adapt’ and is with his clients for the long haul.

It was important to reflect that depth so a lifestyle approach to the brand was chosen. Classes are run in a laid back and supportive atmosphere and having clients as well as instructors be comfortable wearing branded tshirts was a factor.

Visually, it was important to be strong without being an army sergeant but not be too weak either. Bold, strong, friendly but also comfortable and therefore approachable with a little retro fitness feel.