​I used to think that Personal Training was a market meant for workout buffs, individuals who could deadlift me, or for folks who wanted to get screamed at by militaristic, bootcamp-like trainers while sweating their butts off. This project opened my eyes to what Personal Training is actually all about (at least at the YMCA), and made me think more about the power of marketing on public perception.

As I worked with the Health and Wellness team, including Personal Trainers, I learned that at the Y, personal training is suited for anyone needing a little extra help to reach their wellness goals, whatever they may be. There are all different kinds of personal trainers—​some hardcore, some casual and laid-back, but the one thing they all have in common? Good, friendly personalities that are intent on helping people reach their personal wellness goals. I don't know about other Personal Training programs or facilities, but from the stories I hear, that sense of welcoming can be rare and hard to find. 

I designed a flyer with digital assets to post on social media, the Y website, digital ads and local media outlets. ​This flyer promoted a special offer as well as provided information regarding what to expect with a Personal Trainer. I also designed an informational brochure that describes the Y's different Personal Training and Small Group Training options.

​The imagery chosen for the flyer and brochure is intentionally diverse in age, race and gender (a mix of both stock and photos of real Y members in the Personal Training program), so that a viewer may understand that anyone can enjoy Personal Training. I also made sure to choose photos where people were smiling and having fun, to help further counter the idea that Personal Training is unapproachable.

Personal Training Spotlight Videos

Additionally, one of my favorite parts of this project was creating short Personal Trainer Spotlights on Trainers at the Y. With video being a powerful visual media, it was the best way to showcase some of the Y's Personal Trainers in a way that consumers could relate to. It was so much fun interviewing them, learning about how and why they became personal trainers, and filming them work with real clients. During the editing and production process, I deliberately chose lighthearted and modern background music to help set the tone for the videos. These videos were posted and shared on the Y's social media channels and also played on the TV monitors in the branches throughout the day.

Personal Training Bio Board and Trainer Template

Lastly, the Health and Wellness team and I developed a Personal Trainer Biography Board. Personal Trainers would be featured on each rectangle of the board with a personal quote, a mini biography, and their Personal Training credentials. The trainer bio board aims to show each Personal Trainer's personality and credibility to potential customers, and to dispel any misconceptions of Personal Training that they may have about trainers.

The size of the rectangles are based on half of an 8.5x11 letterhead template that I designed, where staff could  easily fill out the relevant information, print, and adhere to the board as new trainers are hired. This helped the staff become more self-sufficient in managing the board.

For more information about the Summit Area YMCA, visit their website at www.theSAY.org

With over 10 years of experience working with clients from the East Coast to the West, I am happy to help realize your art and design needs. From print materials like business cards, menus, brochures, facility signs or posters; to rebranding design and digital ad design, I'm here to help bring your ideas to life. Learn more about me.