Four companies moved forward together at the start of 2026: Start2Move and ClubJoy and Festyfit and House of Workouts. Then came the question that makes or breaks every merger. How do you become one brand without everyone losing their own identity? Making everything uniform costs each brand its character. Changing nothing makes the merger invisible. I chose the third way.
The brand was given two tracks. The branded house brands are children of the parent company. Those are Start2Move Careers and Education and Prime Network and Vital and Your Business. The same name. The same tone. The same promise. The endorsed brands keep their own character. ClubJoy and Festyfit and House of Workouts and NextRound Squad carry "by S2M Group" as their surname. Their own identity. A recognisable family.
Behind the name sits a clear mission: contributing to a more vital society. A strong professional fitness sector plays a major role in that. Start2Move Group therefore strengthens entrepreneurship and organisation and professional knowledge. So that clubs perform better and talent stays in the sector.
Colour works as a family trait. Each sub-brand has its own accent and all of them sit on the same deep navy blue. Energetic where appropriate and calm where necessary. The style guide sets out the rules so that the brand holds up even without a designer.
On that foundation I built further. A flexible logo system. A website built around the promise that the fitness sector is in motion. A social media approach on three levels: group and brand and campaign. For Prime Network I designed a pitch deck. For the programme High End Club Owners a dedicated design. And the Model 8+ was given an infographic with a rowing boat as the image for the roles in a club. The social media designs work with photo collages of sport and with quotes from participants. After that came merchandise and exhibition presence and print: a water bottle and a canvas bag and a poster of ClubJoy on the street.
Since February 2026 the entire system has been live. Right down to the signature under an email and onto the water bottle. Because brand architecture doesn't prove itself in a presentation. It proves itself on every format someone gets their hands on.
Today the group connects over 1,000 clubs in the Benelux and 5,000 group fitness instructors and 2,500 students per year. Four companies became one family without a single brand falling by the wayside.
