VASA Fitness Rebrands with Built to Be Strong Philosophy

GREENWOOD VILLAGE, Colo., Oct. 1, 2026 /CourierPR/ -- One of the top 20 largest health club operators in the U.S., VASA Fitness, today announced a comprehensive rebrand centered on a new brand platform: Built to Be Strong. The rebrand introduces a new tagline, a redesigned digital experience across web and mobile, and a preview of upgraded club designs coming to VASA locations in 2027.

Built to Be Strong reflects what VASA has heard directly from its members: that strength isn't only about what happens on the gym floor. Physical strength matters, but so do confidence, resilience, mental and emotional wellbeing, and the ability to keep doing the things that matter throughout life. It also reflects the brand's own growth and evolution: VASA opens its 75th club in Cedar Rapids, Iowa, later this month, with plans to open eight more before the end of the year and nearly 20 clubs in 2027.

Progress Over Perfection

To better understand how people connect with fitness and define strength in their own lives, VASA commissioned focus groups with participants across Colorado, Utah, and the Midwest. The research revealed a broader, more personal view of what it means to be strong: 75% of respondents valued the idea of progress over perfection, emphasizing the importance of recognizing and celebrating small wins along the way. And 90% agreed that strength is about more than how much you can lift.

Participants described strength in deeply human terms, from overcoming challenges with mental health to resilience and the ability to keep moving forward through adversity.

Together, these findings point to an evolving definition of fitness, one where strength isn't measured solely by physical performance, but by progress, resilience, and what people overcome along the way.

A Campaign Built on Real Members

VASA's rebrand campaign features real members and team members in its photography and videography, an intentional choice that reflects the people, effort, and everyday progress found inside its clubs. The campaign will roll out across paid, social, in-club, and digital channels beginning October 1.

A Digital Experience to Match

Alongside the new brand identity, VASA is launching an upgraded website and members-only mobile app. Both have been redesigned with a new look and feel inspired by the energy and authenticity of the gym floor, while making it easier for members to manage their membership, book classes, and stay connected to their fitness routine.

More Ways to Build Strength

As strength training continues to become a fundamental part of how people approach long-term fitness and wellbeing, VASA is investing in more ways for members to build strength on their terms. Clubs across the portfolio now feature expanded strength training offerings, including equipment from brands such as Life Fitness, Arsenal, and Booty Builder, giving members more room, more variety, and more ways to train.

VASA has also expanded its Studio suite with a fourth format: Studio Pilates, a coach-led reformer Pilates experience designed to build strength, stability, posture, and control through low-impact, full-body movement. VASA plans to launch a fifth concept before the end of the year. These additions reflect the philosophy behind Built to Be Strong: there is no single way to get stronger, and members should have options that allow them to build strength in ways that work for their bodies, goals, and lives.

Strength that Gives Back

The launch of Built to Be Strong also extends beyond VASA's clubs. In recognition of October's Breast Cancer Awareness Month and the strength of those impacted by breast cancer and other cancers, VASA has released a limited-edition black and pink Built to Be Strong t-shirt available for purchase exclusively online. All proceeds from the shirt will benefit Susan G. Komen and its work to support breast cancer research, advocacy, and patient care. The initiative reflects the broader idea behind Built to Be Strong: strength takes many forms, and some of its most powerful expressions happen far beyond the gym.

Reimagining the Club Experience

VASA also previewed a new club design standard developed to create a more welcoming, modern environment that supports how members train, recover, and connect. Beginning in the second quarter of 2027, new VASA clubs will feature:

- A more welcoming, modern entryway and check-in experience - Reimagined group fitness and Studio rooms - Improved locker room designs and layouts - Improved exterior facades

The investment extends beyond individual clubs.