U.be Health is a performance-focused gym that blends strength, cardio, mobility, and mindfulness. The training is structured and disciplined, but the environment is modern and supportive. We partnered with Ube Health from the start — delivering strategy, branding, website, and marketing activation to help the business expand from one gym into a multi-location brand.
When U.be Health first approached us, they had one location and a clear vision of their training model. The founder already understood the target audience and the value of combining small group personal training (SGPT) with personal training. The challenge was differentiation. In a crowded market of lifestyle gyms, Ube Health needed to show what set it apart and communicate this with clarity. At the same time, the brand system had to scale across website design, physical environments, and future growth.
U.be Health came to us with a defined training philosophy and an ambition to grow. Our role was to clarify what set the brand apart and to build a scalable system to support its expansion. The focus areas included strategy, identity, digital, environment, and activation.
We began with strategy. The founder already had clarity on the training model and target audience. Our role was to refine differentiation — showing how U.be Health could stand apart from lifestyle gyms — and to shape a communication strategy that made the offer clear and credible. We also helped articulate mission & vision and brand values, setting a foundation that could guide the team as the business expanded.
From there, we moved into branding. We created a brand identity system designed for recognition and consistency. The logo was built as a wordmark and combination mark, keeping the U.be Health name always visible. Brand style choices in color, typography, and imagery reinforced a sense of discipline and modernity. Tone of voice and brand guidelines ensured the team had practical tools to keep communication aligned. We also worked on art direction, advising how logos and branded elements should appear in the gym to create a coherent experience.
The website was built to translate this identity into a digital platform. We handled both website design and website development, balancing clear navigation with performance. The structure separated personal training from small group personal training, making choices easy for visitors. It also supported both Amsterdam and Heemstede, with space for future locations. Designed in Webflow, the site gave the team flexibility to manage and grow content over time.
Finally, we looked at growth. Together with U.be Health, we developed a marketing activation strategy that focused on campaigns and content creation. We outlined which channels to prioritize, how to roll out campaigns, and how to adapt content for different contexts. Our role extended to editing and creative guidance, making sure every execution stayed consistent with the brand system.
The work helped U.be Health clarify its value, unify its brand system, and scale with confidence. Each element was built to support recognition, consistency, and sustainable growth.
Sharpened positioning — Clear messaging that differentiated from lifestyle gyms
Stronger identity — Scalable brand system anchored by consistent logo use
Smarter website — Multi-location platform structured around clear user flows
Aligned environments — Branded spatial elements that reinforced the in-gym experience
Activated campaigns — Launch-ready strategy with defined content and channel plans
Business growth — Expanded from one gym to two, with a clear model for scaling
