Modernizing a Legacy Fitness Brand Into a Sports & Wellness Ecosystem
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Led and delivered 150+ brand, promotional, seasonal, and launch campaigns across Fitness Time and its sub-brands, from concept and creative direction to multi-channel execution.
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Helped transform Fitness Time into a more human, youth-relevant brand through a refreshed tone, visual identity, and content approach.
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Increased brand visibility through stronger social media systems, consistent campaign output, and content tailored to younger audiences.
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Co-led the UX/UI redesign of Fitness Time’s app and website, improving the user experience and supporting digital adoption.
I led and co-led the brand transformation of Fitness Time during a period of rapid business expansion modernizing its identity, tone, digital experience, campaign rhythm, and internal creative operations while supporting Leejam’s wider move toward a sports and wellness ecosystem.
Role: Brand Manager
The Challenge
Generic, formal, Arabic-dominant, and disconnected from younger audiences.Legacy Brand Feel
Marketing relied heavily on outsourcing, limiting speed, consistency, and creative ownership.Agency-dependent
Multiple gym categories and new ventures needed clearer roles, hierarchy, and positioning.Unclear Portfolio Structure
Workstreams
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01 Brand Identity Uplift
Logo simplification, typography, social system, photography/video direction, tone of voice, bilingual treatment.
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02 Portfolio & Category Architecture
Clarifying the role of Fitness Time, Plus, Xpress, Ladies, and Pro. Pro was gradually phased out because it was cannibalizing the mainstream brand.
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03 Digital Experience
Website and app UX/UI overhaul, improving the customer journey and supporting digital adoption.
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04 Campaign Engine
A higher-output campaign rhythm across promotional, seasonal, national, brand, and awareness campaigns.
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05 New Sports & Wellness Brands
Branding for Thunderdome, Blu, Mayhem, and support for Able as Leejam explored wider sports and wellness ventures.
