SWEATSHOP ➛

At the conception of Sweatshop, there was one clear goal: create a brand people aspired to be part of — and a space people actually wanted to train in.

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

Sweatshop launched before the wave of minimalist “black and white” gym brands saturated the market, and four years on, it remains a recognisable presence within the fitness scene.

Brand Identity + Development
Brand Strategy
Community Engagement
Content Creation
Social Media Strategy
Copywriting
Website

“The first inspired moment”
Vintage athletics, sports stars
+ American College performance gyms

SWEATSHOP X ECHT Event + Activation 2023

“RUN SWEATSHOP” Brand expansion for Sweatshop Run Club 2024

Creative copy sample:

"Winter Blues? Call Sweatshop. We help.
We build strong bodies, athletic bodies, and progression-focused minds. We build your understanding of strength + conditioning from the ground up, so you can reach your ultimate goals.
We just can’t get you on a plane to Europe...”

“SCULPT” Brand expansion for a new Sweatshop service 2026.

CREDITS:
SCULPT Imagery Fourth Lane Media
ECHT Event via Echt Apparel
VIDEO snippets varisous incl. JORJA and With James