InShapeFinalBrandBook

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HELLO!
Greetings! Nice to meet you. We figured
you’d want to get to know us a little bit, so
we put this book together to tell you who we
are and what we stand for.

WELCOME
TO IN-SHAPE
What’s an In-Shape, you ask? In- Shape is a
group of health clubs based in California.
Notice we say “health club” and not “gym.”
Gyms are cool and all, but we pride
ourselves on being about more than just
fitness. In fact, if we had to pick one thing
we pride ourselves on above all others,
it would be “motivation” (although
when we say it, it sounds more like
“MOTIVATION!”). We don’t just want
to help our members lose a few
pounds or turn zero abs into six,
we want them to leave feeling
good about themselves, and
looking forward to the next
time they come in.

Let’s get TO KNOW
EACH OTHER

OUR STORY
Our story begins in 1981, when a
retired doctor by the name of Mort
Rothbard purchased a run-ofthe-mill
racquet club in Stockton,
California and turned it into a
full-service, family-friendly club
community. The club was a hit,
so Dr. Rothbard decided to keep
things rolling by opening a few
more locations.
Our first club is still thriving (with
a few updates along the way), and
is now joined by 74 other locations
in California.
We offer a full spectrum of
amenities, including indoor and
outdoor pools, group classes,
racquetball courts, weight
and cardio equipment, tennis
courts, childcare, and more.
We’re currently one of the top
10 health club organizations in
the United Sates, and one of the
fastest growing companies of our
kind. Although we’re a lot bigger
than we used to be, our goal has
stayed the same: to make every
member’s day a little better every
time they come in.

OUR
MISSION

WE WANT TO
MAKE THE PATH
TO HEALTH AND
FITNESS AS EASY
AS POSSIBLE.
And one thing we've found is that
exercise is always easier when
you've got people supporting you.
We don’t mean our members
should just bring a friend with
them every time they come
(although that’s totally cool, too).
We’re talking about creating a
community. A group of people
who make each other strong, and
who share each other’s values.
Who meet up for racquetball after
work, and always remember to
ask how the kids are.
That’s why we’ve made it our
mission to create a sense of
belonging and connection in
each of our locations. We want to
motivate people by making them
feel they’re part of something
bigger. So, when a member is
here, they should know they’re
around people who always have
their back. Even if their back is
really sweaty.

WORDS WE
LIVE BY

WE HAVE FOUR IMPORTANT
WORDS THAT MAKE US
MORE THAN JUST A GYM.

WELCOMING
We always want people to feel comfortable here. Not
like “this is my house so I can lie down wherever I
want,” but pretty much everything up to that point. If
anyone looks uneasy or unsure of what they’re
doing, don’t hesitate to help them out.

INTUITIVE
Working out is totally not confusing. Especially when it comes
to your brachioradialis muscles (wait, what are those again...?).
Okay, it can be a tad bit confusing at first. But we want to do
everything in our power to make exercise as simple as possible.
Our machines are all accompanied by detailed instructions, but
always keep yourself informed in case anyone has a question.

ENGAGING
We always want to keep things interesting. Not that
exercise isn’t already the most fascinating thing ever...what
with all that repetitive motion, how could it not be? Even
so, if anyone’s ever feeling in a rut, or wants to mix things
up, give them some new ideas and encouragement.

MOTIVATING
It’s not enough to get people to join. We’ve got to help them
keep showing up, week after week. Because let’s face it: when
it comes time to exercise, practically all of us can think of an
excuse not to. If you ever see a member looking discouraged,
give them a dose of encouragement. Trust us, it’ll go a long way.

OUR GOAL IS TO
GIVE MEMBERS

A SENSE OF LOYALTY
There’s a magic trick that a lot of new members are really
good at...it’s called “The Vanishing Act.” They join a health
club, show up once or twice, and then vanish into thin air!
Loyalty goes both ways, though, and it’s our duty to do
everything we can to motivate our members to keep showing
up. Whether that means showing them some new stretches, or
just paying them a small compliment, we should all be doing
our best to show members that this is where they belong.

A
BETTER
We combine fitness, recreation, and relaxation to create
experiences that make your day better. Sometimes, having
a better day means lifting a giant weight up over your head
and pretending you’re Hercules. We can help with that.
We can even make sure no one gets hurt in the process.
Sometimes, though, having a better day means laying off the
Hercules stuff, and relaxing in the pool, or learning some
new stretches. We’ll be glad to help with that too.
DAY

OUR
CLUBS

WHAT
WE
While our clubs have a whole bunch of ways to get fit (or
jacked, or ripped, or swoll, or whatever the kids are saying
these days), we also have plenty to offer for those days when
members just wanna kick back and chillax. Here’s a few of
our most popular amenities:
OFFER

CARDIO
As we said before, while our clubs definitely offer a
whole bunch of ways to get fit (or jacked, or ripped,
GROUP X
As we said before, while our clubs definitely offer a
whole bunch of ways to get fit (or jacked, or ripped,
YOGA
As we said before, while our clubs definitely offer a
whole bunch of ways to get fit (or jacked, or ripped,
CYCLING
As we said before, while our clubs definitely offer a
whole bunch of ways to get fit (or jacked, or ripped,

WE ARE
YOUR
FITNESS
HUB
To us, fitness is about more than just washboard abs.
Granted, washboard abs are cool and everything (particularly
if you’re in need of a washboard), but we try to think bigger
than that. We want our members to be healthy, not just welltoned.
Sure, we want them to exercise their hearts out, but
we also want to make sure they’re doing it the right way, and
not getting hurt in the process.

BEYONDTHE
HEALTH CLUB
We understand that getting to the health club can occasionally
be out of the question. That’s why we’ve got plenty of pointers
for those days when members just can’t make it in -things like
workout videos, recommendations for great nature walks, etc.
So if a member ever tells you they can’t make it tomorrow, just
tell them to take a hike. In a nice way.

COMMUNITY
PARTICIPATION

we Want EveRyone
to be HapPy
We’ve always prided ourselves on looking at the
big picture when it comes to health and fitness,
so it only makes sense that we’d want to get
involved with the community around us. We
partner with a lot of great local organizations,
and are always looking for new ways to help out.

EveRyone’s
a WinNer
There’s only one thing that motivates people more
than the exhilaration of reaching their personal
goals: prizes. Seriously, ask anyone who ever got
a gold star in second grade. That stuff counts.
That’s why we like to give them out to our members
whenever they’ve really gone the extra mile.

BetTer
is
BetTer
When it comes down to it,
what we really want is to make
each member’s day a little bit
better every time they come in.
Sometimes, having a better day
means lifting a giant weight up
over your head and pretending
you’re Hercules. We can help
with that. We can even make sure
no one gets hurt in the process.
Sometimes, though, having a
better day means laying off the
Hercules stuff, and relaxing in
the pool, or learning some new
stretches. We’ll be glad to help
with that too.
Now that you’ve reached the end
of our book, we hope we’ve made
your day a little better, too. Now,
drop and give us 50. Just kidding.
Give us 70. Now. Right now.
(Push-up jokes aside, we’re
glad you joined us. We hope you
always feel right at home).