This is my time
Making the customer the hero of their own story and giving them permission to treat themselves.
client
PGA National
location
Palm Beach Gardens, FL
project
Rebranding
Category
Resort
PGA National Resort & Spa has long been a place of legendary moments. Here at this Palm Beach destination, luxury has always been the standard, golf is never considered just a game and together the two create an enviable lifestyle in a setting that embraces the best Florida has to offer. Anchored by five championship golf courses, and renowned throughout the world as Home to the PGA Tour’s Honda Classic and the legendary Bear Trap, PGA National also boasts a world-class destination spa, a private state-of-the-art sports & racquet club and an exclusive private membership club at the heart of this luxurious resort lifestyle community.
The PGA National Sports & Racquet Club has long been renowned as the exclusive, private fitness club of choice for healthy travelers and elite athletes. But Palm Beach has never seen anything like the completely new Sports & Racquet Club at PGA National Resort & Spa!
Whether you like to begin your day with a sun salutation or a heart-thumping spin class, the newly renovated PGA National Sports & Racquet Club has reinvented what it means to go to the gym. At PGA National’s SRC, we are dedicated to improving people’s lives while welcoming all fitness levels from beginners to competitors. The 33,000 square foot private club was recently transformed by a $4 million upgrade and is open exclusively to PGA Club Members and PGA National Resort guests. The updates include some of the most cutting-edge and innovative programming in the Southeast. Including the latest in innovative equipment, training rooms, an indoor racquetball court which can be converted into an indoor volleyball court, a five-lane saltwater lap pool, a spin cycle room with video monitors, 2 pickle/paddle ball courts, 18 Har-Tru tennis courts and a full size hard court..
Providing an expensive membership to an exclusive club more value.
PGA National has a legendary history and the name certainly carries a level of cache that is hard to quantify, but when they decided to completely rethink their Sport & Racquet club, they knew they needed help rebranding it. We took a sophisticated approach to sport, and created a narrative whereby the guest was simply worth more because they’d earned it. Physical accomplishment was valued along with personal achievement.
Exclusive
Just wanting to be part of the brand is an important part of membership.
State of the art
We wanted the brand to feel high tech, even though it’s known for being elite.
value
It was important to convey that they were worth the cost. They’ve earned it.
