What gym owners get wrong about branding

What gym owners get wrong about branding

From Gym World Worldwide by John Franklin

March 8, 2026 · 54 min

About this episode

The episode discusses common misconceptions gym owners have about branding and the importance of strategy and details in shaping brand perception.

🌎 Mateo sat down with Boris Kezic , founder of Metcon Creative, to break down what gym owners often get wrong about branding. Boris explains why your brand isn’t just your logo or website. Your brand is the feeling people get from every interaction they have with your gym, from your photos to the condition of your bathrooms. They also discuss why most gyms should start with strategy, how small details shape perception, and why relatable photography matters more than fancy graphics. P.S. If you like the show, then you'll love the Gym World newsletter. Every Friday, John Franklin breaks down the possibilities of making money in the fitness industry. Subscribe here ( https://usekilo.com/gym-world/ ) so you don't miss out. 📱 Socials: Metcon Creative - ( https://www.instagram.com/metconcreative/ ) Metcon Creative - (Website) - https://metconcreative.com.au 📺 Watch On: https://www.youtube.com/@GymWorldWorldwide 🔥 Show Notes: (00:00) Branding vs Marketing (02:26) Why most gym owners misunderstand branding (06:36) Branding happens whether you’re trying or not (10:20) The first brand interaction happens before someone visit (14:26) Photography is the most overlooked branding tool…

People in this episode

Host: Mateo

Guest: Boris Kezic

Topics covered

  • branding
  • gym ownership
  • marketing strategy
  • photography
  • member experience

Keywords

  • branding
  • gym owners
  • marketing
  • photography
  • member journey

Sponsors

Kilo

Mentioned in this episode

Organizations: Metcon Creative, Gym World, Kilo, YouTube

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