HealthMark offers tailored one-on-one exercise and fitness consultation sessions to its individual clients.  The service concept involves each session representing a partnership between the personal training professional and the client.  As part of this service concept, the sessions will use the HealthMark developed “Fit-for-Life” philosophy which involves an overall focus on:

-	aerobic exercise,
-	muscle strengthening, toning, and conditioning,
-	prevention of connective and soft tissue injury,
-	health habits and balanced diet used to insure optimal body weight and energy,
-	overall health consciousness to promote long-term health status, and
-	genuine concern on the part of the trainer for the client’s progress, fitness, and satisfaction.

A typical session involves assessment of fitness status/progress, personalized instruction with safety considerations, actual workout, fitness planning, and accountability.  Although the session duration is flexible, each session is generally scheduled for 1 or 1.5 hours.

Obviously this approach is an excellent fit for our target markets’ key requirements: accountability, an integrated approach to fitness and a value service.

The company created the HealthMark name to reflect the concept of helping to get clients’ health “on the mark.”  To further accentuate this concept the HealthMark logo was developed, which is an archer’s target made up of concentric circles with an arrow shooting into the bull’s eye.  Each of the 4 circles is a different primary color (red, yellow, blue and green) representing the confidence and boldness that comes from being in shape.  The 4 different circles and colors also represent HealthMark’s integrated approach to fitness, with blue representing exercise, red representing safety, yellow representing healthy eating habits and lifestyle, and green representing a partnering approach to personal training.  The arrow is black and a thin black border surrounds each circle, creating a crisp, professional look.  

HealthMark feels the name and logo have been a very effective tool for maintaining a consistent image in our marketplace.  However, the company has realized that it would be helpful to have a short phrase or slogan to describe the integrated program for the purpose of capturing customers’ attention.  As the company  focuses on its new target market of corporate fitness sites, HealthMark would like to improve its collateral material and especially draw focus towards its integrated approach.  Thus HealthMark has decided to trademark the slogan “Fit for Life” for use on all marketing and advertising material.

In terms of packaging, HealthMark again is concerned with maintaining a professional, consistent image, even though its service is delivered through a variety of different people.  Since HealthMark does  not have a physical facility, it is important that trainers themselves reflect HealthMark’s image.  Trainers are required  to look well-groomed and clean-cut (e.g. clean-shaven, short hair for men, well-groomed hair for women).  They must also wear HealthMark’s “uniform” on all training appointments, which consists of a HealthMark polo shirt or sweatshirt (white with the HealthMark logo and name on the upper-left chest) and black shorts or sweatpants.  This year HealthMark-logo sports jackets and pants will be added to the trainers’ uniform selection.