GREENWOOD VILLAGE, CO—January 31, 2019—As people seek to transform themselves in the new year, Greenwood Athletic and Tennis Club is going through a transformation of its own. They have changed their name to Club Greenwood. A brand study and member survey confirmed this new direction, as they are already known in the community as “the Club” or “Greenwood.” Club Greenwood better reflects who they’ve become.
“Rebranding to Club Greenwood is a natural transition,” said Paula Neubert, president and general manager. “The name is fresh, clean and easy to remember. For the past 31 years, we have evolved from Greenwood Athletic Club, to Greenwood Athletic Club and Tennis Center, to Greenwood Athletic and Tennis Club. Not a day goes by without someone saying, ‘Let’s go to the Club’ or ‘I’m going to Greenwood.’”
The new branding represents Greenwood’s commitment to innovation and desire to stay ahead of the curve while offering its members the best in health and fitness. Neubert continues, “The brand study surveyed our members to confirm we are still promoting and marketing our club in the most effective and productive manner possible. Three factors differentiate us from our competition and keep our members coming: Club Greenwood is a Home Away from Home, a place to Choose Your Own Adventure, and a club that Provides Motivation. It was also clear from the members surveyed that our brand essence was and still is The Best Part of Your Day! The resulting positioning statement from the members surveyed revealed, ‘Greenwood enriches its community through connection and fitness.’”
Club Greenwood’s in-house marketing team designed the new branding. “The new look incorporates a nod to the past with a fresh look to the future. The branding includes our new name, Club Greenwood, and existing tagline, The Best Part of Your Day!, married with the logo, color palette and photography. A responsive website is coming to further embody our new look and feel,” according to Tiffany Levine, director of marketing and public relations.
“The new emblem incorporates our initials and our beautiful mountain views, inspired by the adventurous and active nature of our members,” according to Neubert.