The change of brand Gym session for Wellhub represents an evolution in the delivery of well-being for the workforce. After more than a decade as a “gym pass”, we recognized the need to expand the scope of our brand beyond the physical aspect, also encompassing mindfulness, therapy, nutrition, sleep and more. This change reflects a commitment to having a name that delivers what the platform offers users: a complete holistic wellness solution.
When we deal with a rebranding, we’re not just talking about the brand’s new positioning, but also the creative process behind it. Coming up with the new name required several rounds of discussions, with the aim of finding a solution that reflected the quest for simplicity and inclusion across the wellness industry.
In leadership meetings, we discuss the “inputs” e “outputs” of well-being. To use myself as an example: I love playing tennis (input), then I can feel energized (output). With Wellhub, we’re taking this same holistic, interconnected approach to helping people work and live well. The transition from “Gym” to “Well” represents the expansion of the company’s focus, while the replacement of “Pass” by “Hub” symbolizes the centralization and dynamism of the platform.
In addition to the name change, the introduction of the new iconic logo, called the Wellbeing Flywheel, plays a crucial role in the new brand identity. Visually, the logo evokes the company’s mission to keep the wheels of wellness moving, encouraging people to become healthier and happier. The circular shape symbolizes the center, where all dimensions of well-being converge, while the wavy rays represent the constant and evolving practice of well-being.
The brand’s new logo is called Wellbeing Flywheel. (Photo: Disclosure/Wellhub)
Another point of rebranding is the use of clever humor, especially in relation to iconic phrases that many HR leaders and gym-goers are already familiar with. For example, the classic question “I loved the job, but do you have Gympass?” now evolves into “I loved the position, but is there a Wellhub?”, while the frequently asked question “Do you accept Gympass?” becomes “Do you accept Wellhub?”. This creative move not only acknowledges the name change, but also adds a light touch to the transition process, making it easier to familiarize yourself with the new brand.
Campaigns on social media are also being carried out with influencers, in addition to our own content, to generate more engagement and perception about the company’s new identity.
Repercussion on social media
The repercussion on social media about the name change and rebranding Gympass to Wellhub was expected considering the impact we have on the health and wellness market. The reception has been positive, with support from both customers and partner companies. People are welcoming the change, recognizing the evolution of the brand and improvement of the services offered.
To facilitate the transition and bring the public closer to this new chapter, we carried out several campaigns on social media. Producing content explaining how to pronounce the new name, what Wellhub is and how this adaptation reflects our evolution as a company, is crucial for public understanding and acceptance, in addition to effectively communicating the brand’s transformation.
The focus is to ensure that this transition is transparent and smooth for everyone involved, that everyone is part of this evolution and feels engaged in this new moment. This change will allow us to reach new heights and further strengthen our position as a reference in the market, as well as reinforcing our commitment to offering innovative and effective solutions for the well-being and health of employees.
* Article produced by Flavio Reghini, director of Brand do Wellhub
* This text does not necessarily reflect the opinion of the vehicle
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