Client
Biofitness
Branding
Strategy
Messaging
Marketing design
Social media
Year
2025
The rebrand that has the right clients queueing up
Over 10 years in business, Biofitness had built a loyal client base, but their brand identity didn’t fully reflect their evolving vision. Initially seen as a weight-loss coaching business, they wanted to reposition themselves as a high-performance coaching brand—one that didn’t just help people get fit but empowered them to use their fitness in real life.
This rebrand make Biofitness look good and it positioned them for serious growth:
- Clear differentiation from the oversaturated weight-loss coaching market.
- Messaging that resonates with ambitious, performance-driven clients.
- Scalability allowing Biofitness to grow beyond Kyle while keeping its personal touch.
- Stronger Instagram presence with a content strategy that reinforces brand values.
They needed a shift from personal brand to business
Serving hundreds of clients Biofitness had hit a ceiling. The business needed to scale but the founder, Kyle, was deeply embedded in the day-to-day client experience. While this personal touch was a huge part of Biofitness’ appeal, it was also a bottleneck for growth. The rebrand needed to:
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Shift perception from weight loss to performance.
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Attract ambitious clients who saw fitness as a tool for living fully.
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Create messaging that felt high-end yet accessible.
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Move Biofitness away from being just Kyle while retaining its personal, irreverent tone.
I developed a brand strategy, messaging framework and visual identity that elevated Biofitness into a coaching brand for high-performance individuals who refuse to sacrifice living to get fit.
At the heart of this transformation was one idea, get the body you want and use it to live life.
Changing the message for a better market
Most fitness brands push a message of sacrifice—commit to the gym, commit to the grind, commit to endless discipline. Biofitness flips the script. Their philosophy is that you can get strong, fit, and (let’s be honest) sexy without giving up the things that make life worth living. Whether it’s travel, good food, or the occasional wild night, Biofitness helps clients get fit in a way that works for their life, not against it.
I crafted messaging that spoke directly to clients who weren’t just chasing a number on the scale. Instead, Biofitness became the go-to brand for those who wanted to train with purpose—whether that meant crushing a triathlon, keeping up with their kids, or just feeling unstoppable in their own skin.
High end visual identity
Inspired by high-end editorial design, the new Biofitness aesthetic balances premium style with raw energy. Think elegant typography meets gritty, real-world imagery. This duality reflects the brand’s core promise: fitness that fits seamlessly into real life without losing its aspirational edge.
Instagram is Biofitness’ main marketing channel, so I designed multiple post types in the new brand style, ensuring flexibility while maintaining a strong, cohesive aesthetic.
Flexible Instagram Carousel
To give Biofitness room to grow and engage its audience, I created a flexible Instagram carousel format that can be adapted for different types of content:
✔ Educational posts (nutrition, training tips, mindset shifts).
✔ Client wins (big or small).
✔ Behind-the-scenes (coaches, events, and community).
✔ User-generated content (client progress, lifestyle moments).
The design keeps things on-brand while allowing room for real-life content. This balance between polished visuals and authentic client stories strengthens Biofitness’ credibility and engagement.
Transformation Story Templates
Transformation posts are a key part of Biofitness’ marketing. Instead of just showing a before-and-after, the new Instagram Story templates tell a deeper story.
Each post highlights not only the physical transformation but also what the client did to Commit to Life. For example:
🚀 “Gary lost 10kg without giving up sweet treats.”
📢 A testimonial space allows clients to share how Biofitness helped them feel stronger, more confident, and still enjoy life.
This approach moves transformation posts beyond weight loss—it reinforces the brand message that fitness should enhance your life, not take it over.
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I'm excited about my business again. We now know exactly what to say to attract the kind of clients we want and how to keep away the people we don't want. Unequivocally, value for money and then some!
Thank You
A huge thank you to Kyle and the Biofitness team for their trust and collaboration throughout this process.
Biofitness doesn’t sell fitness. It sells the ability to live fully. And with this rebrand, they now have the strategy, messaging, and visuals to make that message impossible to ignore.
