Fortis Premier Fitness Club, a private personal-training gym based on the Hexgreave Estate, Farnsfield, has launched its new brand.

It has evolved from My Gym Space, which was formed in 2012 by owners Dan Plant and Emma Richardson.

Dan said: “During the past nine years we have grown from humble beginnings into operating a thriving, prestigious gym in the heart of Nottinghamshire.

“The new logo and visual identity represent the future direction of the club and whilst the name may have changed, our ethos remains the same ­— delivering top-class fitness programmes and lifestyle changes for people from all walks of life.

“Our offer and our membership has shifted positively and significantly – our new identity and logo emphasises this evolution. Fortis means ‘strong’ in Latin and the lion has always been a symbol of strength and of community, something which we value in each and every one of our members.”

Whilst the name may have changed, our ethos remains the same — delivering top-class fitness programmes and lifestyle changes for people from all walks of life.

“Our offer and our membership has shifted positively and significantly — our new identity and logo emphasises this evolution.

“Fortis means ‘strong’ in Latin and the lion has always been a symbol of strength and of community, something which we value in each and every one of our members.”

The rebrand came on the back of significant investments that were undertaken against the backdrop of the Covid-19 pandemic.

In early 2021 a new extension was completed at the back of the club, together with around £35,000-worth of new equipment. The staff team has also grown.

Emma added: “We’ve made a solid commitment to investing in top-of-the-range equipment to benefit everyone who uses the club. The new extended gym space allows more room for our sessions. We can also welcome a larger number of members into the club at any one time and still deliver the personalised training that is the hallmark of what we do.”