KidStrong Brand Evolution

KidStrong needed a rebrand to stand out in a competitive market and reignite growth. By unifying the visual identity and messaging across 100+ locations, I boosted customer engagement by 25% and elevated brand equity, helping KidStrong earn the #1 spot in the child development category for the 2025 Entrepreneur Franchise 500.
Audience
Parents of kids up to age 11
Year
Role/Services
Brand Strategy, Visual Identity, Brand Messaging, Consumer Research, Creative Direction, Project Rollout and Leadership

The Challenge

KidStrong is a groundbreaking program designed to help kids build confidence, character and physical skills. While it had a passionate following of early adopters—fitness-minded parents drawn to its empowering ethos—KidStrong faced significant hurdles that slowed its growth and challenged its ability to scale. Something wasn’t working.

The Insight

Through in-depth audience research, we uncovered powerful truths about parents of kids aged 0–11.

These insights revealed that KidStrong could play a unique role in families' lives: a weekly moment to celebrate kids mastering life skills while strengthening the parent-child bond.

The Solution

To reposition KidStrong for growth, we carved out a new category where we can play, and others came right along. The KidStrong brand has always had a certain swagger to it that we didn't want to lose and with this new positioning we took the success from the past 10 years and mixed it with the new insights from our Balanced Barrier Breakers.

The Transformation

  1. A Unified Brand Identity: A refreshed visual identity and tone brought KidStrong’s purpose to life.
  2. Clear Messaging and Positioning: We crafted a messaging framework rooted in purpose.
  3. Marketing and Delivery Consistency: We developed assets and tools to ensure alignment across the network.

The Results

This brand evolution has positioned KidStrong as a category-defining experience in child development, bridging the gap between physical fitness and life skills. Parents now see KidStrong as more than a gym—it’s a transformational experience for their family.

  • Brand Recognition: Increased awareness of KidStrong’s unique value among new audiences.
  • Improved Retention: Enhanced clarity in marketing and delivery, reducing member churn by 8% across all centers in 2 months.
  • Stronger Market Positioning: Differentiation that resonates with both early adopters and broader family audiences.
  • Customer Satisfaction: NPS score increased by 10 points from Q3 to Q4 in 2024.

Watch the video below to see how all brand elements work together to tell a powerful story in less than a minute.

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