Zynk works out identity for leisure operator

DC Leisure has appointed London group Zynk to create a new identity and interiors for the 50 county council-owned leisure clubs it operates. The client held a seven-way strategic pitch, with Zynk’s rivals including First Impressions.

The project will include the development of a new name, identity and interiors for the leisure centres, which currently operate under the Images brand name.

DC Leisure also operates a number of sub-brands at the Images outlets, which will be included under the new umbrella brand.

“We will start by reviewing the client’s design strategy to see how it can be rationalised. We will then look at the positioning of the centres,” says Zynk partner Stavros Theodoulou.

“There is a movement in the fitness sector away from being body-conscious towards how you feel. We want to take a holistic approach to health and fitness and will be playing up the whole idea of how it makes you feel,” says Theodoulou.

The value of the health and fitness sector grew by 51 per cent, from 645m in 1993 to 972m in 1997, according to research from Mintel International.

Mintel expects the growth to continue and identifies the over-45s market as ripe for expansion. It pinpoints women-only clubs as another growth area.