In September 2021, Jordan and Anabel Strouse, co-owners of ONESWEAT (formerly SWEAT 1000), unveiled the company’s rebranding and redesign at its new 2,900-square-foot studio in River Oaks, an upscale part of Houston, Texas. ONESWEAT, which currently has two clubs in the Houston area, is highlighting a new design approach with the River Oaks club.
In this case, the Strouses, to some degree, reverse-engineered the process, working from the member experience forward. What came out of it was a look mirroring social media trends and a focus on improving the heart of its already successful programming.
Tracking the Trends
ONESWEAT tends to cater to hip, young professionals, and social media is certainly a big part of how the demographic communicates and gathers, at least virtually.
In explaining the rationale behind the overall look, Jordan Strouse told CultureMap Houston magazine, “The River Oaks facility is a commitment to our customers. The room and lobby design are so customer—and Instagram—friendly, and really breathes life into the redesigned nature of SWEAT, reflecting on the strong and refined nature of our clients. We strive to continue to be an anchor in the Houston community.”
When asked about the inspiration for the design, he defers to his partners.