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Two ambitious London investors founded a new fitness studio brand with a concept entirely new to Germany: a combination of music club and fitness training enables high-frequency training where stressed managers can efficiently burn off energy. Brandlab supported the market positioning and brand strategy as well as the development of a new brand identity and interior guideline for all fitness boutiques in Germany. The result is a very unique brand expression – tailored to the product – and targeting a very specific clientele. The first studio opened in Hamburg in 2016. Further locations in Frankfurt and Berlin are currently being planned.