The Problem
I met the Body By Bennett team at an inflection point.
As Edmonton’s first personal training studio, Body By Bennett (now Archetype) had enjoyed more than a decade of largely unrivalled success. But as personal training became mainstream and new studios entered the market, that early advantage began to erode. Increased competition, outdated positioning, and a changing client expectation landscape started to chip away at their market share.
With the addition of a new business partner—Canadian sports commentator, politician, and former NHL player Georges Laraque—the leadership team knew it was time for a fundamental shift. They didn’t need tweaks. They needed a new vision, a new operating model, and a new standard.
Knowing change was required—but unsure what that change should look like—they brought me in to assess the business and design a path forward that would allow them to reclaim their position as Edmonton’s premier personal training studio.
“Our sales have more than doubled in just six months.”
— Simon Bennett, Co-Founder, Body By Bennett
The Solution
What followed was a six-month, full-scale rebuild.
We began by going deep. I interviewed staff, clients, and key stakeholders to understand Body By Bennett’s history, strengths, blind spots, and unrealized potential. From there, I led the leadership team through a structured discovery process to define a clear mission, vision, values, and long-term goals.
With that foundation in place—and extensive market research to support it—I rebuilt the business from the ground up, including:
- A complete repositioning and brand strategy
- New identity, messaging, and marketing plan
- A redesigned website and sales flow
- A full operational overhaul: staff training manuals, operations manuals, and policies
- A new point-of-sale system
- The introduction of multiple new revenue streams
- And the design of an entirely new flagship studio
The physical space was a critical part of the transformation. Working closely with Kasian Architects—one of the top 100 architecture, interior design, and planning firms in the world—we designed a facility that reflected the new brand: high-end, intentional, and unmistakably premium.
The result was not just a better gym but a business aligned from brand to operations to client experience.
The Results
After six months of design and build, we opened the doors to the new Body By Bennett.
The impact was immediate.
Within six months of launch:
- Sales more than doubled
- Profit margins increased by over 20%
- The studio re-established itself as Edmonton’s premier personal training destination
In under a year, Body By Bennett was once again leading the market—this time with modern systems, clear positioning, and a scalable foundation.
Today, the business has evolved into Archetype, home to Edmonton’s most refined fitness experience: a stunning facility with top-tier equipment, exceptional classes, a juice bar, a sauna, a steam room, and a level of design and service that sets a new standard for what a gym can be.
The rebrand and rebuild of Body By Bennett remains a defining example of what’s possible when a successful business stops protecting the past and commits fully to the future.
Deconstructing how I rebuilt Body By Bennett—along with multiple other million-dollar-plus studios and gyms—is the focus of my marketing masterclass for fitness professionals, 10XPT. If you want to increase your sales and build a better business, start here.