The boxing gym born to change your body becomes a foundation to change the world.

Services

/Strategy
/Purpose
/Brand identity
/Brand design
/Launch campaign
/App design

the quest

Brooklyn Fitboxing arrived to shift the mindset about suffering for effective training, offering a method that captivates everyone who tries it. By blending music, technology, contactless boxing, and gamification, it keeps motivation at its peak. However, as copycat gyms started to emerge, the creators sought that elusive 'something else' to make the brand truly inimitable. Our mission was to address these threats by getting to the root of the product and the business model itself.

Group of women in a gym practicing boxing, wearing yellow boxing gloves labeled 'Brooklyn' and holding fighting stances.
Text graphic with the words 'CHANGE' in large gray letters and the phrase 'Your Body Your Day The World' to the right, separated by a yellow and orange diagonal line.

the revealed

truth

/strategy

The brand's truth became clear when we experienced the product ourselves: it was essential to take the extraordinary energy from its sessions beyond the gym. While the training method was fun and effective, deeper differentiation was necessary. The strategy revealed that the key to creating connections between humans through boxing was having common enemies.


/purpose

 We proposed a lasting challenge: using strength against real-world threats. Hunger, illiteracy, disease... each punch a bag receives is turned into funding for NGOs like Save the Children and UNICEF, with fitboxers deciding where their energy goes. The brand now showcases not just physical transformation, but world-changing impact.

A beige circle with a white star-shaped symbol in the center.

the Brave Brand

Innovating in a market saturated with numerous proposals is a sign of being brave, but having the will to stay ahead without resting on one's laurels is something exceptional. Some business leaders, like Juan Pablo Nebrera, believe so deeply in their mission that they have the courage to support it with effort and resources—not just once, but as many times as necessary, adapting as the world changes.

Black and white illustration, black circle with black diamond star in the center

Brand identity

Under the umbrella of a brand ID specifically created 'Fun improves everything,' a new brand was born—optimistic and engaging. Naturally, it remained fully coherent with the parent brand, with which it would coexist across most platforms, but with a rebellious touch, more focused on the digital and participatory world. When an initiative as real and meaningful as this one is launched, there’s no need to spend money on models for the shoot. All the fitboxers wanted to collaborate in making it a reality without asking for anything in return.

A woman with multiple arms wearing athletic clothing and yellow boxing gloves, standing on a gray background.

Naming

Kicks against hunger, punches to destroy measles... the name of this philosophy emerged from the very essence of the idea, almost literally: Hit4Change.

To change what? Your body, your day… the entire world.

As a curiosity, there were internal discussions about renaming the entire chain to Hit4Change, but it didn’t happen due to the high financial cost of rebranding all the locations.

Behind the logo

The wraps that protect fitboxers' hands inside the gloves now take center stage in the logo, inspiring its distinctive number 4, so powerful it breaks the typography, claiming its own space. A 'rebel with a cause' logo, carefully designed to find its natural place alongside the Brooklyn Fitboxing brand with full coherence.

A black and white icon reflecting letters B and B, for Brave and Brands

Brand activation

Launch campaign

With Fun Improves Everything, Brooklyn Fitboxing could have settled for a good commercial slogan, but the phrase became a literal reality. Through Hit4Change, all fitboxers were given the chance to be part of a community united by enjoyment, truly feeling part of the brand. So much so that the first action for the Hit4Change launch was a party-shooting, where many volunteers personally got involved to ensure the initiative and their favorite gym succeeded. This shoot produced many pieces, with wonderful effects in terms of loyalty and acquisition.

See brand video see purpose book

Group of people in workout gear posing with boxing gloves, connected to a smartphone displaying fitness app content.
Man in a suit wearing boxing gloves with 'BROOKLYN' written on them, posing as a boxer.

Pablo Nebrera | CEO

“ Pending clients' review. ”

Person wearing an orange and black firefighter jacket holding a black patch with the text H4C.
Four women with athletic builds and differences in skin color are smiling and displaying their fists, which are wrapped in colorful hand wraps, in a fitness gym setting. They are standing close together with their arms around each other, indicating camaraderie and teamwork. In the background, there's a digital display with the word 'Brooklyn'.
A fitness instructor participating in a fitboxing class, doing squats while facing a group of women in a gym. The women, dressed in workout attire, are reaching out to the instructor, who is smiling. The gym has a sign that says Brooklyn Fitboxing and a digital screen with a number 24 in the background.

The results

✦
Hit4Change transformed the brand purpose into the business model itself.

✦

The brand now dedicates 1% of its profits to charity projects on a permanent basis.

✦

100% of franchisees embraced the initiative with enthusiasm and full support.

✦

The number of centers has doubled, and the network has become fully international.

✦

Customer churn has significantly decreased since the initiative was implemented.

If you think your company is going through a period of change and you need a new point of view, be Brave, give us a call.

We are sure that, from the first conversation, and without any obligation, we can help you imagine a bigger future for your project.

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