Fitness and personal training, can be a pretty daunting experience, even for the seasoned gym bunny. At times, it can be quite elitist, often focused on hard hitting messages promising pains, and gains, and so on. Sounds great.

What about those who aren’t looking at the fastest route to lifting a car, but are serious about their health and fitness? Those who are pregnant, or that have been pregnant, or those that want fitness advice, during the menopause. What about a personalised fitness brand, just for women?

KWS were briefed to create a brand that was accessible for women of all ages and abilities, that was serious about fitness, but didn’t make it sound like a boot camp.