Poster with the words 'GRIND HOUSE' in bold black and white text, with a blank white rectangle in the center.
Orange kettlebell with a worn white label and the words 'GRIND HOUSE' printed on it.

“When we started our business, we thought we knew what a brand was or could be. Then we met Free Radicals, and they’ve transformed our brand, business, and trajectory to help us scale for long-term success.”

Ashton Bailey
Co-Founder

A black and white graphic with the words 'HOUSE' and 'GRIND' printed vertically and reversed, creating a mirror effect.
Text graphic with the message: "Branding a no-bs NYC gym to inspire and scale nationally." in white capital letters on a black background.

The Grind House team has ambitions to expand their gym business beyond their Brooklyn roots, starting with a significant investment in the Flatiron district of Manhattan. The founders approached us with the keen awareness that their gym needed a stronger identity to differentiate them in the highly competitive NYC market, and beyond. The vision, strategy, and brutalist brand system deliver distinction by capturing the raw energy of NYC’s most uncompromising gym and expressing it across all consumer touchpoints.

CUTTING THROUGH ALL THE FITNESS NOISE.

Grind House shatters the "fantasy fitness" illusion by offering what the industry won't — authentic physical transformation through intense effort. While luxury fitness brands seduce with spa amenities and effortless results, we stand apart with our uncompromising focus on rigorous, results-driven training. This deliberate contrast positions Grind House as the definitive choice for those who understand that meaningful physical change demands genuine work, creating clear differentiation in a market drowning in empty promises.

A man in a suit walking up steps outside a classical building with columns, against a city skyline with several pigeons flying in the sky, in black and white. Text overlay: "GRIND HOUSE IS A HIGH PERFORMANCE FITNESS AND RECOVERY FACILITY THAT FEELS LIKE A NEIGHBORHOOD GYM—WHERE WE ARM OUR MEMBERS WITH THE KIND OF UNSHAKABLE SWAGGER THAT SAYS 'I DID THE WORK.'"
Motivational quote about transforming lives and fitness from grinding it out, on a black background with white text.
A smiling woman with dark hair, wearing a maroon sports top and a smartwatch, sitting in a fitness setting with black background.
Text saying: "Grind house is for anyone, but not everyone."

We carved out a distinctive market position between high-end luxury gyms and budget options by emphasizing quality equipment and community while rejecting "selfie squads" and overcrowded conditions. This strategic middle ground appeals to serious fitness enthusiasts, who are overlooked by both market segments.

A black and white logo with the stylized letters 'GH' and the text 'MHTTN'
Close-up of bold, white text on a black background, displaying the letters GH and BKLN.
Black text and shapes on a white background with the words "GRIND, HOUSE, and GHO" and two black squares with rotated text reading "GRIND" and "HOUSE".
A vertical layout with three labels: 'STANDARD' at the top, 'HORIZONTAL' in the middle, and 'MINI' at the bottom, with empty space between them.
Black background with white text and squares, the words 'GRIND' and 'HOUSE' in various orientations.

STRENGTH IN SIMPLICITY.

The vast industrial space of Grind House inspired our design approach – an ultra-minimalist wordmark that embodies their no-compromise training philosophy. The visual identity features a deliberately stark palette of slate, ice, stone, and fire red, reinforcing the raw, industrial environment where serious physical transformation happens. This austere aesthetic communicates what Grind House delivers: the essential space and tools for optimal fitness performance without distractions.

A color palette with three columns labeled 'Slate', 'Ice', and 'Stone'. The 'Slate' column is dark gray, the 'Ice' column is white, and the 'Stone' column is light gray. A red button labeled 'Fire' is at the bottom right, with its color code, and the 'Stone' column has some color specifications.
Comparison chart of Barlow Semi Condensed font styles: Regular, Semi Bold, and Black with their respective prices and sample text samples in uppercase, lowercase, numbers, and special characters.
Advertisement for Grind House gym featuring bold text with promotional message and gym philosophy on a black background.

FUCK THE HYPE. EMBRACE THE GRIND.

Grind House's distinctive voice and visual identity remain forceful across all touchpoints—digital ads, social media, email, print materials, physical space, and merchandise. This deliberate consistency doesn't just build brand recognition; it stands as a visual manifesto against the fitness industry's hollow promises. Grind House's unwavering visual approach reinforces what members experience in a market flooded with empty claims: authentic results through genuine effort.

A collage of diverse people engaging in various activities. Top row: four people in urban settings, walking, jumping, and posing by landmarks. Middle row: a person performing a parkour move, cycling under a bridge, and women exercising or relaxing after workouts. Bottom row: a woman doing a handstand indoors, a man running up stairs outside, and women working out intensely in a gym.
Collage of people working out and exercising in various settings, including outdoor and indoor gyms, lifting weights, doing gymnastics, and cardio activities.
The image shows three different designs for a motivational fitness poster with the words "GRIND" and "HOUSE" and images of people working out. The designs feature bold typography, motivational phrases about sweating and effort, and include location references to Manhattan and Brooklyn.
Promotional flyer for a fitness and recovery gym in Manhattan and Brooklyn, featuring a man in a suit running with text about how members can spot sweat and fat loss challenges. The flyer includes black-and-white and colored photos of people working out.
Smartphone screen displaying a storefront with a sign that says 'Rodriguez Grocery' and a street sign indicating Berry Street, with menu options for membership, schedule, classes, and recovery.
A man lying on the gym floor after lifting weights, with a barbell resting on his legs, in a gym environment with weights in the background.
Close-up of the word 'ATTITUDE' in bold, white letters on a black background.
Woman in workout attire lifting a kettlebell during exercise at gym.
Smiling woman with braided hair in workout attire leaning forward in a gym or fitness setting.
A woman with long dark hair in a ponytail appears to be exercising intensely, grimacing with her eyes closed, in a gym or workout setting.
A young woman lying down, eyes closed, with her arm resting across her forehead. She appears to be in a gym or fitness setting, with a dark background.
A woman performing a yoga pose indoors with a black wall background. The app interface has a red banner with bold white text reading 'GRIND' at the top, and a similar banner with 'HOUSE' at the bottom. The app appears to be a social or fitness app with icons for home, friends, messages, and profile.
A man in a suit walking briskly on a city sidewalk with a large sign behind him that reads 'GRIND HOUSE.'
A woman standing at a city street corner with tall buildings and traffic lights, wearing a black coat and a leopard print scarf, with a backpack over her shoulder. A person in a blue jacket and hat is next to her, holding hands.
A woman wearing workout clothes holding a barbell in a gym, with the text 'GRIND HOUSE' and a promotional message for a fitness gym located at 44 W 18th St in New York City.
A man in a hoodie sits in a fitness studio with red lighting. The image includes overlay text that reads 'A city that never sleeps. A body that never quits.'
A man taking a selfie while walking up stairs outdoors, wearing a jacket and sneakers, with the text "GH WHITIN" vertically aligned on the side.
Person in casual clothing with arms extended, standing outdoors on a city sidewalk with bare trees and buildings in the background.
A man stretching outdoors near a colorful graffiti wall, wearing a gray hoodie, with text overlay reading "A CITY THAT NEVER SLEEPS" and social media interface elements.
A man in a suit running up stairs in an urban setting with modern buildings in the background. Text overlay includes motivational phrases and an advertisement for city memberships.
An advertisement with motivational text about sweating and working out, featuring the word 'GRIND' and 'HOUSE' in large letters, and a small photo of the Flatiron Building in New York City at the bottom right.
A black and white image showing a person performing a wheelie on a bicycle under a bridge, with a partly cloudy sky in the background. The text promotes October events and updates for a fitness and community group.
Advertisement for a gym membership featuring a woman in workout attire, with the word 'GRIND' displayed at the top and bottom, promoting new Manhattan and Brooklyn locations and inviting viewers to check out memberships.
A black and white photo of people climbing outdoor stairs in Brooklyn, New York, with bold text saying 'GRIND HOUSE' and 'Our members are easy to spot'.
An advertisement on a subway entrance in New York City for a gym called Grind House NYC, with a woman lying down with her eyes closed, wearing a black top, and the text 'Don't get creepy — it's a gym.' The subway station sign below indicates the station is Canal Street, serving the 6 train to Uptown and The Bronx.
Advertisement featuring a woman working out, with the motivational message 'GRIND. A city that never sleeps. A body that doesn't quit.' on a subway wall.
A man wearing a hoodie and gray t-shirt is working out in a gym, with the words 'GRIND HOUSE' in large white letters at the top and bottom of the image.
A woman performing a headstand yoga pose in a fitness studio with black walls, wearing black workout clothes and white sneakers.
A black and white photo of a man running up a stairway outdoors, wearing headphones and sportswear. The image features large text overlay that reads, 'GRIND OUR MEMBERS ARE EASY TO SPOT,' with additional smaller text indicating 'Fitness + Recovery, Manhattan / Brooklyn' and a website URL 'GRINDHOUSENYC.COM'.
A woman in workout clothes intensely exercising with a jump rope, with overlaid text saying 'GRIND HOUSE' and a quote about resilience and fitness.
Black packaging with large white text reading "HUSE FUTURE" and smaller text "MANHATTAN / BROOKLYN" at the bottom, and "FITNESS + RECOVERY" in vertical white letters on the right side.
A man in a business suit running down steps in front of a building with columns, with overlaid text promoting a fitness and recovery message.
A black and white poster with the word 'GRIND' in large bold letters at the top and bottom. The center features a photo of a person doing a parkour move on an urban structure, with an arch and buildings in the background. On the right side, there's a smaller text that says, 'Our members are easy to spot.' At the bottom, it includes details about fitness and recovery in Manhattan/Brooklyn and the website 'GRINDHOUSENYC.COM'.
A woman lifting a barbell with a motivational quote overlay about perseverance and fitness.
A man doing a handstand on a horizontal bar outdoors in an urban park area, with graffiti on a wall and leafless trees in the background.
Close-up of the word 'PERFORMANCE' in bold white letters on a black background.
A white T-shirt with a vertical black rectangle and the words "HOUR" and "GRIND" printed above and below it. A gray sweatshirt with the same black rectangle and "HOUR" and "GRIND" printed in the same positions. Black athletic shorts with a small logo near the bottom hem.
A transparent water bottle with a grey cap, red loop handle, and black and red measurement markings, floating against a black background.
Black duffel bag with handles and a small logo, placed against a light gray background.
A pair of white slide sandals with pink branding on the straps against a white background.

Fuel.

Insight: The fitness industry has split between luxury spa-like gyms and overcrowded budget options, neglecting serious enthusiasts who value substance over status. We identified a growing segment disillusioned by "fantasy fitness" promises who seek authentic spaces that honor commitment and reward genuine effort.

Spark.

Grind House was the defiant middle ground, combining neighborhood gym authenticity with high-performance equipment. The "for anyone, not everyone" platform filters for mindset rather than demographics, deliberately rejecting industry conventions to establish Grind House as the antidote to luxury superficiality and budget compromises.

Fire.

Close-up of a 35-pound weight plate with the text 'STANDARD' and 'BARBELL' engraved, showing weight in pounds and kilograms.

We created a distinctive identity system with a stark slate, ice, stone, and fire-red palette supporting provocative headlines and imagery. Environmental elements, progression-based membership identifiers, and community merchandise transform the brand from concept to lived experience, appealing to those who value earned achievement over purchased status.

Typography quote in white text on black background: "First New York, then the world."
Black border with white text 'GRINDHOUSE' on the left side and 'HOUSE' on the right side, surrounding a blank white rectangular space in the center.

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