STEEL GYMS
SHUT UP AND LIFT.
Sector
Fitness
Services
- Brand makeover
- Website
- MY STEEL AI coach app
- Social
The brief
Steel Fitness became Steel Gyms: a raw, industrial rebrand for a 24/7 gym in Thetford, plus MY STEEL — their own white-label AI coach app.
Plate-loaded machines, a strongman yard and a posing studio deserved better than another generic gym brand. We rebuilt the identity from the walls out, launched a loud site with a first-month-free sign-up flow, and built MY STEEL: a white-label AI coach app made specifically for their gym and their members.
Visit the live site →The brand makeover
STEEL FITNESS
→ STEEL GYMS.
The before
A proper hardcore gym with a brand that looked like every other gym. The building had more personality than the logo.
The rebuild
We took the brand from the walls — the graffiti, the orange brick, the lime-green racks, the hex lights — and turned it into a full identity.
The result
One loud, consistent brand across the site, socials, signage and their own app. Walk in or open your phone: it's unmistakably Steel.
App tour · White-label build
MY STEEL
AI COACH.
Their own branded app, built specifically for their gym. Every member gets a personal AI coach that knows Steel's kit, Steel's classes and Steel's attitude.
Morning, Mitch. Leg day. Obviously.
12
day streak
QUIET
gym right now
From your coach
Add 5kg to your hack squat today. You've got it.
Your gym, in your pocket.
Members open MY STEEL and see today's session, their streak and the gym's busy-meter — all in Steel's colours, logo and voice. No generic fitness app. Their gym.
Screens shown are an example of the member experience.
Inside Steel
THE BUILDING IS THE BRAND.
Results
- 4.8★ from 88 Google reviews
- 24/7 access
- First month free offer