Basecamp Fitness

Bringing Radical Aliveness to life.

Self Esteem Brands – the mothership of Anytime Fitness, the world’s largest and fastest-growing fitness club – had newly purchased Basecamp, and had big global expansion plans for the brand. But first, they wanted to fine-tune the positioning, re-capturing Basecamp’s gritty garage workout roots. We created the idea of Radical Aliveness to capture the OG brand’s edginess, while welcoming a larger crowd into the fold. It was the perfect articulation of the brand vision: Life Amplified – the idea that the diem doesn’t carpe itself. You have to seize it.

The new positioning gave the brand broader appeal while still resonating with Basecampers – high-octane alpha-humans who bear hug life, and hit those bikes every time like it’s a contest. A race they’re going to win. All of them. Together. Basecamp Fitness is an unapologetically intense group fitness workout for fear-no-challenge achievement addicts – a hardcore MMA-driven concept started by Zappos founder Nick Swinmurn. That grittiness of the original brand is still very relevant for the target, and remains present in the evolution of both the identity and environment.


  • Brand Design
  • Environmental Design
  • Digital
  • Strategy
  • Graphic Design
  • Strategy

The updated logomark features a bolt symbolizing the brand’s “fully charged” Radical Aliveness, as well as achievement tiers members reach as they knock out each new goal. The palette and type are bold and simple, telegraphing strength and the efficiency of the workout. A series of patterns and gradients bring an ownable mood and movement to the studio photography, breathing aliveness and energy into the brand. And the voice is results-driven and full of vitality.

The environment is an extension of the brand identity, from the exterior signing to the palette/gradients, studio imagery and typography/brand voice. Natural wood offsets the industrial nature of metal elements, and LED signing gives the locations the ability to customize onsite messaging. Basecampers are a tight community of personal-besters, and rock their swag as a badge of achievement, so the environmental design needed to accommodate general merch, as well as wearable reminders that they can and will outdo whatever they just did.