27 May 2024 World leisure: news, training & property
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Health Club Management
2024 issue 3

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Leisure Management - D2F – take a fresh look


D2F – take a fresh look

D2F had updated its brand styling to keep pace with business growth. MD, John Lofting and operations director, Matt Aynsley, explain the rationale

John Lofting, D2F MD photo: D2F
D2F has rebranded to reflect the company’s wide range of services photo: D2F

Why the new look?
JL: We’ve got heritage in the fitness industry, having delivered functional fitness products, gym design and installation for over 20 years. However, we’re growing and developing as a business, so the time feels right to update our image and make clear the full range of services D2F has to offer.

MA: Most people associate D2F with providing commercial fitness equipment and flooring, but we want to elevate the brand to show off the fact we can do everything from gym design, delivery and installation, to custom merchandise and clothing.

We feel the new look combines our heritage with the innovation we want to be known for.

What’s the difference between the D2F divisions?
JL: D2F has three divisions under its umbrella:

1. D2F Fitness

We take pride in providing unparalleled fitness experiences with durable, top quality fitness products and accessories at sensible prices. With our market-leading warranty of five years on our main products, we offer peace of mind that lasts.

We've taken great care in choosing manufacturing partners we believe in, to ensure our quality is globally recognised and independently controlled.

In addition to our in-house brand, Altrafit, we also carry a number of premium and affordable options, while also being able to make custom-branded fitness equipment when required.

2. D2F Equipped

From top-of-the-line gym equipment and installation, to non-fitness environments, we offer end-to-end solutions. Our in-house experts excel in design, installation, method statements, risk assessments and project management. We source the best solutions and equipment for every project and vision, while considering budget and need.

3. D2F Bespoke

Our Bespoke division is dedicated to creating high quality custom apparel and accessories. We’re suppliers to some of the biggest sporting and cultural events and bodies, including the Olympics, Commonwealth Games, and England Football, among others.

Our diverse apparel range spans the full spectrum of outerwear from jackets and hoodies to sweats and polo shirts. We’re also able to create soft, hard and plush accessories that include caps, scarves, mugs and specialty plushies.

We pride ourselves on our strict code of ethical and eco-conscious sourcing and hold ourselves to the highest standard, as we want huge brands to feel completely safe working with us.

What plans do you have going forward?
MA: We’re only beginning to scratch the surface for D2F and want to become synonymous with high-quality craftsmanship at a reasonable price, while also being able to deliver almost anything someone in the fitness space might need for their business.

This can already be seen in work we’ve done recently, including a top-to-bottom gym refurb for a number of Everyone Active sites and developing a full range of merchandise for the Oxford vs Cambridge Boat Race.

We’re continuing to grow and secure bigger partnerships, but no project is too big or small for us; whether it's a huge global event, a multi-million-pound fitness center or an owner-operated personal site, we’ll continue to deliver with the same unwavering dedication.

photo: D2F

"We want D2F to become synonymous with high-quality craftsmanship at a reasonable price" – Matt Aynsley

Originally published in Health Club Management 2024 issue 3

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