The initial Sweatshop brief revolved around one clear goal: create a brand people aspire to be part of and a space people actually want to train in.

What followed was a layered approach to building the entire Sweatshop world and an aspirational identity that not only looked the part [drawing inspiration from American collegiate gyms and retro athletics] but gave its community the confidence to progress and perform, no matter where they were in their fitness journey.

Sweatshop launched before the rise of the minimalist “black and white” gym brand, yet four years on, it remains instantly recognisable within the fitness scene.