What is the intention?

Pivotal Training is a small business, so my goal is to achieve more attendees and awareness about the gym. Many people have no knowledge of this small gym in Southampton, and I would love to make it more well known and inclusive to all genders.


This CrossFit gym is successful for the current target market, but in order to have the impact that I hope for, I will need to expand on this target audience, and reach a broader crowd. I would like to create an environment that is welcoming for all genders and all fitness levels. I would like to make this gym a place where everyone can find a type of workout that they enjoy. I will add classes such as Pilates and Cycling, to reach a wider audience. With those adjustments, I believe that I will be able to have an everlasting impact and create the community that I am striving for.

The best and worst case scenarios

The best case scenario would be that my brand book educates those who I am targeting. I would like women to discover the opportunities that are offered at Pivotal Training. With the goal of gaining more members and awareness, it would be important to emphasize the importance of inclusivity. With the goal of creating a welcoming environment, the best case scenario would be that I find the perfect research to support the reason for adding all of the indemnities that I wish to add, and communicating them effectively to my target audience. The hope would be that this information is presented in a compelling way, and it persuades individuals to give Pivotal Training a shot.

The worst case scenario would be that I have plenty of research on the topic, but do not communicate it in the most effective way. The way in which I successfully reach the goals of my intention solely rely on my communications strategies, and how the message is relayed to my target audience. The worst case scenario would be that I don’t reach my full potential with this project because I don’t use the information that I have found in the most effective way.

How might personal identities influence and/or inform how you approach design?

I am a female who gets easily intimidated by specific gym environments, and I know many other women can relate to this. When gyms are filled with heavy weights and machines, new members can experience the feeling of anxiety and intimidation. Since I have experienced this feeling first hand as a female, I think that my experiences will influence and motivate the approach to my design.

Perspectives/lived experiences missing from approach

The perspectives or lived experiences that might be missing from my approach are those that believe CrossFit is the best workout of all time. They might not see the need for the additions to this gym. They might believe that everything is structured in the perfect way, and there is no need to put all of the time and effort into expanding. Although CrossFit is male dominant, there are some women who do participate and enjoy that type of workout. Some individuals may have never experienced wanting to expand their workout options because they feel comfortable with what they are currently doing.

What individuals/misrepresented communities might be missing?

Individuals or misrepresented communities such as those who do not like working out or have no intention of joining a gym might be missing from my project. Although my hope is for people to see my project and feel inclined to join and find a home at Pivotal Training, the reality of it is that some people have no interest in working out, and they might never come across my book because they have no interest in joining a gym.

How project will be inclusive

I will try to make my project inclusive for those who are missing/misrepresented by emphasizing the other workout options that appeal to all genders. I will also include research and information on how those specific types of workout will benefit the human body and overall wellbeing of individuals.