RepSpaces is pioneering a new model for the fitness industry with premium gym pods supported by integrated booking software. The business began without a software edge, then invested in developing their own platform. In the process, they drifted away from the brand they originally existed as, and the result was a misalignment: a strong product vision, but a brand that made it difficult to present the right message.

Theory Dept partnered with RepSpaces on a full redefinition of brand foundations. From naming and visual identity through to a responsive website, technology interface design, and marketing assets, the focus was on creating a system that would not just look cohesive but allow the business to communicate clearly with both investors and members.

The outcome was more than a refreshed identity. RepSpaces gained a framework to identify their audience with precision and to deliver messaging that matched their profiles. The brand system reduced inconsistencies across touchpoints and reinforced their premium positioning at every interaction.

Following the launch of their first location, RepSpaces has already begun development on a second site. While those results cannot be solely attributed to our engagement, the clarity and consistency of their brand has given the business a platform to scale with confidence and present themselves as the category leader in hardware-enabled fitness.