Design & Lifestyle

We are creative, colorful, wild, and never stand still. No one knows just how fast-paced we are as well as ourselves, which is why we have established our own inhouse agency. A 30-member team of copywriters, graphic artists, media designers, and image editors are headed by our Creative Director and give our brands their unique look and feel. Our creative department supervises every project from the initial ideas through to the finished object. Every gym is individually and lovingly designed based on the structural conditions to reflect the specific brand. But, for very special projects, we are always happy to work together with renowned artists: the wallpaper for our JOHN REED Family originates from the creative spirit of Japanese star designer Shinpei Naito, who has already also developed designs for Adidas, while renowned fashion designer Michael Michalsky designed the Home of Fitness concept for our McFIT studios. In our JOHN REED Fitness Music Clubs, we also support street artists: for instance, a work by El Bochos adorns our studio in Berlin, the Chilean artist Otto Schade is immortalized in Hamburg-Wandsbek, and Bond Truluv created an oversize waving cat for the Leipzig gym. Our unique creative approach can also be seen in our new family members RON MILLER and MARCELL VON BERLIN, which are managed by our subsidiary TIGERPOOL.