🌎 Mateo sat down with Boris Kezic, founder of Metcon Creative, to break down what gym owners often get wrong about branding. Boris explains why your brand isn’t just your logo or website. Your brand is the feeling people get from every interaction they have with your gym, from your photos to the condition of your bathrooms. They also discuss why most gyms should start with strategy, how small details shape perception, and why relatable photography matters more than fancy graphics.

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📱 Socials:

Metcon Creative - (https://www.instagram.com/metconcreative/)

Metcon Creative - (Website) - https://metconcreative.com.au

📺 Watch On:

https://www.youtube.com/@GymWorldWorldwide

🔥 Show Notes:

(00:00) Branding vs Marketing

(02:26) Why most gym owners misunderstand branding

(06:36) Branding happens whether you’re trying or not

(10:20) The first brand interaction happens before someone visit

(14:26) Photography is the most overlooked branding tool

(16:24) Why generic copywriting hurts gym brands

(22:27) The biggest branding mistake is often starting with the logo

(27:34) Run a successful gym with Kilo (visit https://usekilo.com/)

(29:00) Map the entire member journey

(34:39) What “experience around the experience” actually means

(40:43) The easiest brand audit

(51:48) Where to find Boris