VASA Fitness Evolves Its Brand Platform to Emphasize Holistic Strength

VASA Fitness Unveils Bold New Brand

VASA Fitness, one of the largest health club operators in the United States, recently embarked on a significant rebranding journey to redefine what strength means. Launched on October 1, 2026, the new brand platform, aptly named Built to Be Strong, aims to reflect a broader understanding of strength encompassing not only physical but also mental and emotional well-being.

This initiative follows extensive research that queried members across several regions, including Colorado and Utah, capturing diverse perspectives on fitness and strength. According to this feedback, 75% of participants emphasized valuing progress over perfection, while 90% acknowledged that strength transcends the amount of weight one can lift.

This fresh branding comes with a new tagline and features a redesign of the technology employed in VASA's digital platforms, including its website and mobile app. These updates are designed to enhance usability for members, enabling easier management of memberships and class bookings.

Redefining Strength

Liz Crisafi, Chief Marketing Officer at VASA Fitness, shared insights regarding the rebranding during its announcement. “Built to Be Strong captures what we believe fitness should ultimately help people do: live stronger, for longer,” said Crisafi. The vision is about more than just lifting weights; it’s about helping individuals nurture confidence, resilience, and an ongoing capability to engage in life’s challenges.

Participants in the study expressed their views indicating that strength symbolizes the ability to cope with challenges, like mental health struggles or significant life transitions. One person noted, “I think it connotes more than physical strength. Resilience speaks more to the human spirit and beyond.” These insights played a pivotal role in shaping the company's direction and messaging.

Haley Lubas, Vice President of Brand at VASA Fitness, emphasized that every individual's journey to discover their personal strength is different. Whether it’s performing an additional set of exercises or simply showing up when feeling low, VASA Fitness strives to provide an environment that welcomes all forms of progress.

Authentic Representation

VASA’s rebranding campaign features real members and employees, a deliberate choice to emphasize authenticity and relatability. The rollout will take place across multiple platforms, including social media, digital content, and in-club promotions, strategically launched on October 1.

Club Experience Reimagined

The redesign isn't limited to branding alone; it extends to VASA's physical locations as well. Coming in the second quarter of 2027, new clubs will introduce modernized designs that promise a friendlier and more engaging atmosphere. Enhancements will include a revamped entryway and reception area, improved group fitness spaces, and upgraded locker rooms.

These moves align with VASA's plans to open nearly 20 new clubs in 2027, aiming to extend the reach of the Built to Be Strong experience to more communities.

Supporting Causes Beyond Fitness

In recognition of Breast Cancer Awareness Month, VASA Fitness will also release a limited-edition t-shirt featuring the Built to Be Strong slogan. All proceeds from the shirt will go to Susan G. Komen, supporting important efforts in cancer research and advocacy. This initiative showcases how the brand's new identity extends beyond gym walls, encompassing community and charitable involvement.

Commitment to Members

VASA Fitness is steadfast in its commitment to providing members with diverse options to build strength, emphasizing an evolving fitness philosophy that includes both physical and mental dimensions. Expanding their studio offerings, VASA is set to introduce new formats tailored to diverse fitness preferences, ensuring all members find strength in their journey.

As VASA Fitness continues to grow and evolve, the Built to Be Strong initiative will anchor their brand identity, championing the belief that everyone has the potential to cultivate their strength, no matter where they are starting from.

For more information, visit vasafitness.com and explore the new digital experience and fitness offerings that are tailored for everyone.

About VASA Fitness

VASA Fitness is a highly regarded fitness operator, known for its inclusive approach to health and wellness. With over 70 clubs operational in a variety of U.S. states, VASA aims to empower individuals to strive for daily strength improvements through diverse training methods backed by comprehensive support and community engagement. Memberships are available starting as low as $14.99/month, making it accessible to all.