Let’s talk about rebranding—because it’s often misunderstood.

When most studio owners say they’re rebranding, they’re usually talking about the visual side of things: a new logo, updated color palette, maybe some fresh signage or a refreshed Instagram feed.

And listen—I love a good visual glow-up. But here’s the thing:

That’s not your brand.

That’s the outfit your brand is wearing.

Your actual brand? It’s what your members feel—when they walk through your doors, get a text from your front desk, or even scroll past your latest post.

It’s the promise you make—and how consistently you deliver on it.

Lately, I’ve been low-key obsessed with how a few non-fitness brands (Celsius, Stanley, and Halo Top) have absolutely nailed this. They turned “meh” products into full-on movements—and not because the product changed, but because the brand did.

So let’s break it down. What did they do right? And how can we steal a little of that magic for our studios?

First, Can We Redefine What “Brand” Even Means?

Because in this industry, we love to slap a new logo on something and call it a rebrand.

But your brand isn’t your logo.

It’s your reputation.

It’s the vibe people get when they think about your studio. It’s the tone your team uses with clients. It’s the little micro-moments that stack up to create trust (or break it).

Brand strategy is what shapes that reputation—with intention. From how you position yourself in the market, to the words you use, to the experience you deliver every single day.

Because if you’re not shaping your brand, someone else is. And that someone might not get it right.

Celsius: The Vibe Shift No One Saw Coming

When Celsius first hit the scene in 2004, it was a functional beverage buried in clinical language—focused on metabolism and calorie burn. The kind of thing you’d see collecting dust on a back shelf at GNC.

Fast forward to today, and it’s become a gym bag essential—featured in “what’s in my bag” TikToks, front and center at fitness studios, and associated with high-energy, aesthetically aspirational lifestyles.

But here’s the thing: the product didn’t really change. The brand did.

They stopped trying to sell the science and started selling the feeling. The identity. The community.
Celsius positioned itself not as a supplement, but as a statement.

The strategy? Align the brand with the values and aspirations of the modern fitness consumer:

Wellness-first, not weight-loss obsessed
Performance and vibe, not punishment and grind
Belonging, not intimidation

Studio takeaway: Your classes are probably solid. But does your positioning speak to the values your members care about now?
Are you still selling six-pack abs and New Year’s challenges in a world that wants connection, empowerment, and alignment?

Stanley: From Worksite Staple to Viral Status Symbol

Stanley’s been around for 110+ years. They were the go-to thermos for construction workers and outdoorsmen—durable, practical, and deeply masculine.

Then they launched the Quencher.

And suddenly, they were everywhere. Influencers. Target aisles. Moms. College students. Pilates girlies. It became the water bottle to be seen with.

But again—the product didn’t change. The positioning did.

Stanley tapped into an audience no one expected, told a new story, and made hydration a vibe. Think:

Smart influencer partnerships
Hype-worthy limited drops
Colors that matched the mood boards of their dream customer
A brand story rooted in ritual, not ruggedness

Studio takeaway: When’s the last time you stopped and really looked at your audience?

Are you still using the same messaging you wrote three years ago… for a client you might not even be serving anymore?

Halo Top: Indulgence Meets Identity

In the early 2010s, “healthy ice cream” wasn’t exactly making headlines—and it definitely wasn’t cool. It was the kind of thing that felt like a compromise: small portions, strange textures, and the lingering sense that you were giving something up.

But Halo Top recognized a shift. Consumers weren’t just chasing fewer calories—they wanted to enjoy food without the side of shame.

So instead of asking people to measure out a serving size, they said: go ahead, eat the whole pint.

They made the entire container the serving. No math. No micro-managing. Just a sense of permission wrapped in soft colors, clean fonts, and a brand voice that felt calm, not punishing.

They weren’t just selling ice cream.
They were selling a mindset: you can be a work in progress and still have the dessert.

Studio takeaway: If your messaging still leans into extremes—“no excuses,” “go all in”—it might be time to check back in with what your clients actually need.

They’re not looking to be pushed harder.
They’re looking to feel seen—as strong and soft.
Disciplined and intuitive.
Driven and human.

Does your brand give them space to be all of that?

So… Do You Actually Need a Rebrand?

Maybe.

But probably not in the way you’re thinking.

You might not need a new logo. You might just need to take a long, honest look at the story you’re telling—and who you’re telling it to.

Ask yourself:

Are we positioned for the clients we serve today—not five years ago?
Are we speaking to her real identity, lifestyle, and values?
Are we marketing through the lens of struggle… or empowerment?

Because here’s what’s shifting: consumers are more brand-aware than ever. But they’re not looking for flash.

They’re looking for meaning. Connection. Alignment.

They want to feel safe, seen, and supported. And your brand has the power to give them that—or turn them away.

Final Thoughts: Branding Is a Feeling

Celsius didn’t blow up because they had the best energy drink formula.

Stanley didn’t go viral because they reengineered the water bottle.

Halo Top didn’t win because they out-tasted Ben & Jerry’s.

They won because they made people feel something.

So here’s the real question for your studio:

Does your brand still feel like it was built for the client you serve now… or is it something they’ve outgrown?

It might be time to evolve—and not just your visuals, but your voice, your message, and the way your brand shows up every single day.

I’m rooting for you,
With love and encouragement,
Beth

I’d love to hear your thoughts—how are you approaching brand strategy in your studio?
Have you done a rebrand recently or realized your messaging needed a shift? What’s worked for you when it comes to building a brand that truly resonates with your community?