Torres Vedras, Portugal – Barry’s Bootcamp red. SoulCycle’s black-and-yellow. Orangetheory’s hue is so essential to the brand it’s actually part of its name. In the competitive niche of specialised fitness studios, if you want to push your brand forward, a signature programme alone won’t cut it: in today’s environment, gym owners have also benefited from enveloping the entire experience in a signature colour.
People join [a particular gym] because they want to belong to a tribe, and tribes communicate via symbols and colours
Mais Fitness, a new health centre in Portugal’s Torres Vedras, excels at it. Designed by Almada-based Estudio Amatam, their chosen mellow yellow runs through every nook, room and hallway in the large space – that’s more than 1,100 sq-m worth of blond pathways.
‘Our main challenge was the creation of a spatial image identity for this and for future Mais Fitness gyms,’ explained Amatam’s João Amaral. ‘People join [a particular gym] because they want to belong to a tribe, and tribes communicate via symbols and colours. This was the language we proposed, in order to affirm the Mais identity.’
The studio decided to convey the principle of what they call ‘a democratic premium’: an elegant choice of materials, a generous distribution of spaces, but with a touch of irreverence in the details – Amatam specifically manipulated the ceramic-tile patterns to add winks, and decided to make the male and female changing rooms as gender-neutral as possible.