Fit is a luxury training facility in Boston’s South End, founded by award-winning trainer Stephen Allison. Designed with intention, Fit offers an exclusive, distraction-free space for clients to train—and an empowering, independent environment for experienced career trainers to build their businesses. It’s not just a gym; it’s a movement for professionals who take training seriously.
Stephen had a clear vision for Fit, but he needed a brand identity and digital presence to match the premium experience his facility offered. He was looking for a logo that captured the strength and focus of the studio, and a website that reflected its bold, minimal, no-fluff vibe. It also had to be functional—optimized for SEO and equipped for growth.
Stephen chose Rootless to bring his vision to life. We started with the brand identity, designing a logo that subtly mimics a bench press: the horizontal strokes in the letters “f” and “t” resemble dumbbell plates, while the vertical strokes form the bar—symbolizing strength and intention.
Next, we built a sleek, dark-mode website that feels as focused and refined as the studio itself. The layout was crafted to highlight Fit’s story, its unique value to both trainers and clients, and to guide visitors into taking action. We also delivered SEO optimization and educated Stephen on strategies to grow visibility over time.
Stephen’s chosen domain, iluvfit.com, became the perfect slogan—playful, personal, and memorable.
Rootless did an amazing job synthesizing my vision into a great looking webpage. They also educated me on how to continually grow the page to entice more traffic and sales. I’m really impressed by their breadth of knowledge, talent for explaining obtuse internet lingo, and elegant design. I’m in it for the long haul with rootless.
Ready to take your business to new heights? Start with a free discovery call. Coffee, tea or your favorite drink, complimentary on us!
A full service Digital Agency in the Greater Boston area focusing on; branding, website design, application development, social media management and graphic design. We won’t be many businesses’ first agency, but we will be their last.
43 Broad St. Suite C404
Hudson, MA. 01748
