The challenge
Our client from central Florida described this goal for an after-school fitness program for the upcoming school year: Getting kids to exercise and have fun at the same time.

Our job was to get that point across to the parents and children by creating a name that appealed to both age groups. The name had to have the look and sound of fun without the dreaded word exercise in order to attract kids to participate in the program. But it also needed, for the parents, to reinforce the necessity of good health and physical conditioning in a safe and supportive environment.

The resolution
After several rounds of phone conversations and e-mails with our client and further research with nutritionists, pediatricians and educators, we presented The Workout Kids. The name had all the elements we felt essential to telling her story:

• A bright, colorful typeface that children could relate to, with the suggestion of a fun after-school "club."
• A strong graphic symbol of children running and playing that would appeal to the parents as a healthy after-school alternative for their children.

Creating a well-balanced name along with the appropriate tagline was just the beginning of telling our client’s story. Finding the balance of sight and sound in the graphic representation was… well, an exercise well worth the effort.

Thank you to everyone at The Business Naming Experience for a great name! The enrollment in the program has exceeded my wildest expectations. I’ve been asked to start a similar program in a few of the neighboring towns and am looking into the possibility of franchising. Without your help, none of this would have been possible. — S.M., Florida.

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