Catalyst Wellness
Brand Design
Web Design
Overview
A gym owner and elite athletic coach needed to enter the corporate wellness market — but his brand, messaging, and digital presence spoke to athletes, not HR directors. We developed the brand strategy, visual identity, and website that repositioned his expertise for a completely new audience — without losing the credibility that differentiated him in the first place.
Speaking Athlete to a Business Audience
Kyle Sheridan runs Legends Gym in Rochester, NY and has coached world record-holding athletes. He had the expertise, the methodology, and a coaching app ready to scale — but none of it was built for the people he needed to reach next.
Corporate buyers don't care about powerlifting records. They care about employee retention, healthcare costs, and ROI. Kyle's challenge wasn't a lack of credibility — it was that his credibility was speaking the wrong language.
He needed a brand and web presence that could earn trust in a boardroom just as easily as it did on a gym floor.
Finding the Real Differentiator
We started with strategy — not design. Before touching a logo or writing a headline, we mapped the competitive landscape, defined the target audience, and identified the positioning gap Kyle could own in Rochester's corporate wellness market.
The core insight: Kyle's proven, systematic coaching methodology was his real differentiator — not his gym, not his app, not his pricing. Every brand and web decision that followed was built to communicate that one idea to the right people in the right language.
We built a visual identity that bridges two worlds — athletic performance roots and corporate sophistication. The brand needed to feel established and premium without overstating where the business was. Clean, confident, and built to scale.
The website translates coaching expertise into business outcomes. Every athletic achievement connects to a measurable business result. Every claim is backed by cited industry research. The messaging meets corporate buyers where they are — speaking to productivity, retention, and ROI — while the structure guides them from awareness to consultation.
Before this engagement, Kyle had a gym, a coaching app, and a vision. What he didn't have was a way to walk into a meeting with an HR director and be taken seriously as a corporate wellness partner. Now he does. Every touchpoint, from the first Google search to the pricing conversation, communicates the same thing: this is a proven, systematic approach to employee wellness, built and led by someone who's spent his career producing measurable results.
The brand earns trust before Kyle ever picks up the phone. The website makes the case before he walks into the room. And the strategy gives him a clear, repeatable path from first impression to signed partnership.