Branding: What is it and why is it important for a fitness operation at a private club? Branding your fitness operation is giving it an identity and giving it a sense of purpose and vision. Your fitness brand is a guiding factor for staff and gives them a foundation to lean on when creating programming and setting expectations and goals. In a sense, branding your operation is conveying a message as to what your members can expect regarding their fitness experience at your club. Be mindful that members seek a sense of trust in their fitness programs and your brand will ultimately be defined by the feeling your members have about your program and operation. When beginning to conceive your brand, you must understand what your niche is and who the audience is you are catering to. Ask yourself questions such as, what differentiates us from the competition, what value are we creating, and what personality do we want our program and operation to project? Start with the “why” you are doing what you are doing and work outwards from there. In essence, your brand is an extension of your business and it allows members to connect on a more emotional level with what you have to offer.