The experience of a Lifetime – and don’t it feel good!

It’s great when you re-kindle a long-standing and successful client relationship from within the Idealogy network, carry out an innovative and fruitful BrandPrint™ analysis, then develop an evolved logo, proposition and new brand guidelines that demand a major leap of faith for all involved.

So, experience tells us that it’s all pointing to a fresh and innovative new web experience for Lifetime and it’s customers. As the UK’s No.1 training provider in the active leisure sector, Lifetime trains and qualifies more people than any other provider. And the new site had to reflect just that – layers of experience delivered through the offer, the environment and the information.

Working alongside technical partners and full service digital agency Solid State Group, Idealogy have designed a web experience that clearly represents Lifetime and it’s values, the new branding, the new visual language and the unique benefits delivered to their diverse targets. Audiences ranging from learner level 16 - 18 year olds looking for funded training, self-funded individuals from 16 – 60, Managing and Operations Directors to General Managers running active leisure establishments.

The very latest CMS technology allows easy and topical management of the restructured site and provides logical information delivery, with illustrated training/results journeys. The new site is an altogether more comprehensive, informative and rewarding user experience, while still retaining it’s user simplicity. And for good measure, the site also incorporates data capture with information and analysis feeding directly into Lifetime.

The site will have a phased roll out - Phase 1 structures information into 3 logical and distinct audience areas - FOR YOU (Learners), FOR BUSINESS (Potential Partners), ABOUT US (Lifetime Corporate). Next steps in the initial phase include new venue information, newsletter templates and a Press Centre.

Then onto Phase 2, which will see the site move into the world of E-commerce and the capability to book and pay for courses on-line.

It’s a major step for Lifetime as the active leisure sector gears up for serious growth in the next decade. The site has been designed and developed with the future of the industry clearly in mind – and doesn’t it look good!

Posted by Simon Johnson & Anna Ecuyer

A Leap of Faith

The Lifetime Leap - An evolution of the Lifetime HF brand to widen its appeal



For the past year, Idealogy has worked alongside Lifetime HF, one of the UK’s fasting growing training consultancies for the leisure industry. Founded in Bristol in 1995 by Heather Frankham, Lifetime HF specialises in working with national and multi-national leisure organisations. Their values focus on excellence, professionalism and commitment and these values permeate a holistic approach that progresses all the way through to the achievement of desired standards and results at a company and individual level.

Much of the training that Lifetime provides is work-based-learning and, as such, takes place within workplaces throughout the UK. Lifetime delivers Apprenticeships, Work Based Learning NVQs, in-house training and open courses including distance-learning courses across the fitness and leisure sector.

The Lifetime brand already has an enduring appeal for its existing customers. Therefore, Idealogy’s aim was not to instigate revolutionary change, but to ensure that the brand appeal was extendable into new markets and sectors, without stretching it beyond its core competencies. The new brand identity and hierarchy was designed to reflect this.

James Surridge, Director for Demand Strategy at Idealogy commented, “The founding principle was about supporting fitness businesses to perform better – providing consultancy and training to deliver outstanding fitness programmes. It was also about simplicity – finding the things that really made a difference and acting on these as well as presenting training information in a way that was easy for students despite the complexity of the subject. The Lifetime name was originally chosen because it meant more than just fitness – it encapsulated lifestyle and wellness and had the health agenda of longevity linked in.”

The overall proposition also changed from ‘delivering outstanding training’ to ‘delivering the most work ready people for your business’. This works not only to differentiate the brand in the marketplace, but appeals beyond the fitness arena and into active leisure and beyond.

In the refreshed visual identity, ‘The Lifetime Leap’ replicates the first movement of the original Lifetime brand. It represents a dynamic step onto a springboard and then makes a confident leap forward, connecting more positively with the Lifetime word mark. ‘The Lifetime Leap’ not only depicts a journey that embraces change, but also achievement. This aspect is more literally brought to life in applications such as websites, collateral and exhibitions.

Within the new hierarchy, the creation of an Awarding Body presented a new opportunity for Lifetime to enhance its credibility. Whilst the connection with the existing brand was maintained, there is a distinct difference in the offering and business structure and this was reflected in a new ‘Lifetime Awarding’ Brand Identity

Idealogy are now implementing both internal and external programmes to relaunch the Lifetime brand, working alongside Lynda Brown, Lifetime’s new Head of Marketing We would welcome your comments on the developments Idealogy has made to the Lifetime Corporate Identity and Awarding body. Please use the slide show to view the completed visual presentation.



Posted by Anna Ecuyer