VASA Fitness is moving beyond the traditional gym floor with a comprehensive rebrand dubbed Built to Be Strong. The initiative, launching October 1, shifts the company’s focus from purely physical gains to a broader definition of wellness that encompasses mental resilience, emotional confidence, and everyday personal progress.
The strategy follows extensive focus group research across Colorado, Utah, and the Midwest. Findings indicated that 90% of members view strength as more than just physical capacity, while 75% prioritize the concept of progress over perfection. According to Liz Crisafi, Chief Marketing Officer at VASA, the goal is to provide tools that help people live stronger for longer, whether that manifests as improved mental health or increased physical capability.
To align with this shift, VASA is rolling out a redesigned website and mobile app, alongside a significant expansion of its physical infrastructure. The company plans to open its 75th location in Cedar Rapids this month, with nearly 20 additional clubs slated for 2027. These new sites will debut a refreshed design standard, featuring modernized entryways, upgraded locker rooms, and redesigned studio spaces.
Beyond aesthetics, the company is diversifying its service offerings to match its new philosophy. This includes the introduction of Studio Pilates and expanded equipment options from brands like Life Fitness and Arsenal. The brand is also leveraging its reach for social impact, releasing a limited-edition apparel line to support Susan G. Komen during Breast Cancer Awareness Month. By centering the experience on real member stories rather than idealized fitness imagery, VASA aims to build a community where consistency is celebrated as much as raw performance.
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