.jpg "We Have the Athlete Down to a Science (3)")
I joined the company in 2007 just as it was evolving from a licensing model—centered around proprietary equipment and training programs--into a fully developed franchise system. This transition included the introduction of operational best practices, marketing strategies, technology infrastructure, and support services that would help franchise owners grow their businesses with confidence and consistency.
The company was already well-known for the ground-breaking work of its founder, sports physiologist, and sports performance training pioneer, John Frappier. Since launching Frappier Acceleration Sports Training in 1990, John had been challenging the sport training norms. His science-based methods were attracting a following and were showing success in helping athletes become faster and fitter. The business also had a great acronym F.A.S.T. However, ‘FAST’ could not be trademarked, which posed a challenge as we looked to build a scalable franchise brand. We needed a name—an identity—that would unify the network and inspire a new generation of athletes and franchisees.
To lead that charge, I hired Scott Maney, a brilliant marketing mind, copywriter, and owner of a boutique communications agency to help me create a new identity for the business. During one of our early meetings Scott observed that Frappier had been successful in spite of its brand, not because of it. By pairing our product ingenuity with a compelling brand identity, he was convinced we could forge stronger, more emotional connections with the athletes we serve, and ultimately expand the business with purpose and cohesion.
To better align our commitment to Athlete Development, he crafted a brand position that became the filter for our new brand identity.
We know athletes.
We know how they move. We know how they work. We know how they act and react and interact with the environment around them. We know how they think.
We know how their bodies are built and how their muscles respond. We know how they’re wired, from the neurologic to the metabolic. We know what makes them run and what makes them run faster.
We know what makes them strong and what makes them stronger. We know what makes an athlete tick, tick, tick and how to fully develop the heart of a champion.
We have the athlete down to a science.
‘We have the athlete down to a science’ reflected what the company and all its trainers do best, making our approach to each athlete’s development understandable, approachable, relevant and attractive to our audience.
Still, I felt something more was needed. I wanted to create a community, something bigger than just training sessions. A movement connected by the sacrifice and commitment required for every athlete to reach their full potential. I told Scott that I envisioned creating our own nation of dedicated athletes, who were each prepared to do the work it would take to get better. Our training centers weren’t just gyms; they were a safe place to push themselves under the guidance of certified trainers. I was looking to connect all our training centers into our own republic. And Scott said: “Like an Athletic… Republic!”
The name resonated. We added a star to the logo as a reminder of what it takes to be the best version of ourselves – to be your own star. And we used the ‘A’ from Acceleration, as a nod to our heritage, to form the five points of that star.
Last year alone, Athletic Republic helped 24,000 athletes reach their full potential, helping the Republic to grow beyond more than 2 million dedicated athletes.
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