The case
The mission of CrossFit Serdika is to help people get and feel better by training them safely using a CrossFit methodology. The gym promotes a healthier lifestyle that makes people feel better. Their location at downtown gives them a big advantage – with its numerous transport connections their gym can be people’s first stop on the way to work, a breath of freshness in the lunch break, or the relaxation after the long working day. So a top gym at a top location needed an equally strong name.
The solution
The philosophy of CrossFit trainings is that training together always makes you better. Their clients are community, which have a common spirit that arise when group of people do the workouts and achieve goals together. So we decided to use a toponym for the name – the name of our city “Sofia” (the capital of Bulgaria) not only indicates the location of the service, but is also a metaphor for inclusion, for joining the “club”. After that, CrossFit Sofia was improved to CrossFit Serdika – the ancient name of Sofia, which emphasized the central location of the gym. So now the name fits perfectly the slogan of the club “CrossFit in the heart of Sofia!”.
Photo credits: https://kunchevstudio.com/portfolio/crossfit-serdika/