Harness the power of colour psychology in branding for fitness professionals

How To Choose Colour For My Fitness Company

Occasionally, as a fitness professional, one often overlooked but crucial element that can significantly influence your audience’s perception and engagement is the use of colour psychology in your branding.

Colour psychology is how different colours can evoke specific emotions and influence human behaviour. In the world of fitness, this means that the colours you choose for your branding can directly impact how your clients feel about your services, how motivated they are to engage with your business, and how likely they are to recommend your brand to others. 

By understanding the emotional and psychological effects of various colours, you can make informed decisions about your fitness brand’s visual identity and create a powerful connection with your clients.

In this blog post, we will delve deep into the fascinating world of colour psychology and explore 8 essential colours, yellow, blue, red, green, purple, pink, black, and silver and their impact on fitness branding. 

Let’s dive into it!

Colour meanings

Yellow: Radiate positivity and energy

Yellow is synonymous with happiness, energy, and optimism, making it an excellent choice for fitness brands that aim to inspire enthusiasm and motivation. By using yellow in your branding, you can create a sense of excitement and liveliness, which is perfect for fitness classes or workout programmes that focus on high-energy activities.

One successful fitness brand that effectively utilises yellow is Zumba Fitness, which has grown to become a global sensation in the world of dance workout classes. Zumba Fitness uses yellow as a primary colour in their branding, which helps to emphasise the lively, fun, and energetic nature of their classes. This choice of colour reflects the brand’s core values, as Zumba aims to provide participants with an enjoyable and engaging workout experience that leaves them feeling reenergized and inspired.

Blue: Establish trust and stability

Blue is a popular choice among fitness professionals as it signifies trust, stability, and loyalty. This calming colour evokes a sense of security, which can make your clients feel comfortable and confident in your services.

Companies like MyFitnessPal, an app that assists users in tracking their daily nutrition and exercise, and Fitbit, a leading provider of fitness tracking devices, both use blue as their primary branding colour. By incorporating this colour into their visual identity, these brands convey a sense of trustworthiness, stability, and expertise to their audience.

TIP: If you decide on blue as your brand colour, avoid selecting the typical bright blue shade. As it’s a frequently used colour in the fitness industry, aim to choose a distinct shade that sets your brand apart.

Red: Ignite passion and power

Red is a powerful colour that represents passion, strength, and determination. Using red in your fitness branding can inspire your clients to push their limits and strive for their goals. However, it’s also important to consider the potential negative connotations of red as well. In some contexts, red can evoke feelings of aggression, danger, or warning. When used excessively or in the wrong combination, it may create a sense of urgency or stress, which can be counterproductive for a fitness brand.

A great example of a fitness brand using red effectively is Under Armour. The brand utilises red in its logo and branding materials to evoke a sense of power, intensity, and challenge associated with their high-performance athletic wear. By combining red with other colours like black, white, and grey, Under Armour effectively balances the energy and assertiveness of red while avoiding its potentially negative associations.

Green: Embrace health and growth

Green is often associated with health, balance, and growth, making it an excellent choice for fitness brands that want to promote a sense of holistic wellness and rejuvenation. Green can have a calming and soothing effect, which can help your clients feel more relaxed and focused on their fitness journey. Additionally, the colour green is often linked to environmental friendliness, which may be a selling point for fitness brands looking to emphasise their eco-friendly practices.

A prime example of a fitness brand leveraging green effectively is Nuffield Health. Nuffield Health uses green in its branding to emphasise its commitment to a holistic approach to health and wellbeing. The brand’s choice of green reflects its focus on promoting both physical and mental wellness, aligning with its wide range of services, including gyms, health clinics, and hospitals. 

TIP: When selecting the colour green for your fitness branding, it’s essential to choose wisely, as green can sometimes seem like an obvious choice for fitness and nutrition brands. To set your brand apart from the competition, consider picking a shade of green that is not only unique to your brand but also truly represents the essence and values of your fitness business. By doing so, you can create a more memorable and distinctive brand identity that resonates with your target audience and helps you stand out in the crowded fitness market.

Purple: Sophistication and balance

Purple is often associated with luxury, creativity, and spirituality. This colour can evoke a sense of sophistication and elegance, making it a popular choice for high-end fitness brands or boutique studios. Purple can also inspire feelings of wisdom, tranquillity, and balance, which can be appealing to fitness professionals who want to promote mental well-being alongside physical fitness. Incorporating shades of purple into your branding can create a distinctive and unique image for your fitness business.

One company that successfully incorporates purple into its branding is the Premier League, the highest level of professional football in England. While the Premier League may not be a traditional fitness brand, it is an excellent example of an organisation within the sports and fitness realm that effectively utilises purple to evoke a sense of prestige and high-quality performance. They use a deep shade of purple as one of the primary colours, which not only sets it apart from other sports leagues but also reinforces the league’s reputation as an elite competition.

Pink: Playful energy and soothing warmth

Pink is commonly linked to feelings of warmth, nurturing, and love. It is a versatile colour that can evoke a sense of playfulness and fun or project a more calming and soothing ambiance. For fitness brands targeting a predominantly female audience, shades of pink can create a welcoming and supportive environment. Lighter shades of pink can convey a sense of softness and relaxation, which might be suitable for yoga or meditation studios. On the other hand, vibrant shades of pink can infuse energy and excitement into your fitness branding, making it a great choice for high-intensity workout classes or trendy fitness studios.

A great example of a fitness brand that effectively uses pink in their branding is the Sweat app, created by renowned fitness trainer Kayla Itsines. This popular fitness app, which focuses on providing accessible and effective workout programs for women, uses pink as its primary colour to create a sense of empowerment, community, and feminine strength. By incorporating pink into its branding, the Sweat app sends a clear message that it is designed specifically for women and aims to create a supportive and nurturing environment where they can work towards their fitness goals. 

Black: Exude elegance and power

Black is often used to convey a sense of elegance, sophistication, and power. For fitness professionals targeting a high-end clientele or offering premium services, black can be an effective colour to communicate exclusivity and prestige. A personal trainer catering to high-profile clients, for example, may choose to use black in their branding to emphasise their elite status and expertise.

One fitness brand that effectively uses black in its branding is Nike, a global leader in athletic apparel, footwear, and accessories. With its iconic black swoosh logo and black-themed marketing materials, Nike projects an image of power, performance, and cutting-edge innovation. The brand is synonymous with high-quality, reliable products that help athletes of all levels achieve their fitness goals.

Silver: Showcase modernity and innovation

Silver is a colour that represents modernity, innovation, and technology. Fitness brands that focus on cutting-edge methods, equipment, or digital solutions can benefit from incorporating silver into their branding. Using silver can communicate a sense of progressiveness and forward-thinking, appealing to clients who value staying ahead of the curve in their fitness journey.

The Milon Group, a fitness equipment manufacturer based in Belgium, uses the colour silver prominently in their branding and product design. The use of silver in the Milon Group’s branding and design communicates a sense of modernity, sophistication, and durability. These are qualities that the company wants to associate with its products, which are designed to provide high-quality, effective, and long-lasting workout solutions. Furthermore, the use of silver in the Milon Group’s branding and design also reflects the company’s commitment to innovation and technology.

Here are 10 tips that will help guide and influence you when it comes to choosing the right colours for your fitness brand.

  1. Reflect on your brand’s personality: Consider the message and values your fitness brand conveys. The colours you choose should align with your brand’s personality and reinforce your brand identity.
  2. Know your target audience: Understand the preferences and expectations of your target demographic. Different age groups, genders, and cultural backgrounds might respond differently to certain colours.
  3. Research competitors and industry trends: Analyse the colour schemes used by successful fitness brands in your niche. While it’s essential to stand out, being aware of industry trends can help you make informed decisions on your colour choices.
  4. Consider the emotions and associations: Each colour evokes specific emotions and associations. Research more into colour psychology to understand how different colours can influence your audience’s emotions and perceptions.
  5. Test and evaluate: Don’t be afraid to experiment with different colour combinations. Create mock-ups or put together images of your branding materials in Canva and gather feedback from potential clients, colleagues, or mentors to ensure your chosen colours resonate well with your target audience.
  6. Balance and contrast: Create a visually appealing and balanced colour scheme by combining complementary or contrasting colours. This will make your fitness brand’s materials more eye-catching and memorable.
  7. Maintain consistency: Ensure your chosen colours are used consistently across all your branding materials, including your logo, website, social media, marketing materials, and even your physical space. This will create a cohesive brand identity and improve recognition.
  8. Keep it simple: Avoid using too many colours, as this can create visual clutter and dilute your fitness brand’s message. Stick to a core colour palette of 2-4 colours, with one or two primary colours and one or two accent colours.
  9. Adaptability: Choose colours that can easily be applied to various materials and platforms, both digital and print. Some colours may look great on screen but may not translate well to print or other mediums such as merchandise.
  10. Be open to change: As your fitness brand evolves, don’t be afraid to reevaluate and adjust your colour choices. Keeping your branding fresh and updated can help maintain your brand’s relevance and appeal to your target audience.


In conclusion, the power of colour psychology in branding cannot be underestimated, especially in the fitness industry. By understanding the emotional impact of various colours and incorporating them thoughtfully into your branding, you can create a stronger connection with your audience and ultimately boost the success of your fitness business.

Still unsure of the right colours for your brand?

We get it!

It can be a tough decision to make. But you don’t have to do it alone!

Why not reach out to us at Digital Bear Design and we’ll gladly assist you when it comes to choosing the perfect colours for your fitness brand.

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