November 18, 2010
Many people have asked me how I came up with my company name, Rock City Fitness. Here’s the story and what the name means to me.
My original idea for a company name was Detroit Fitness and Strength (I even had a logo designed for it. Click here to see it!) I ran this name by one of my clients and apparently he wasn’t impressed. He noticed the t-shirt I was wearing and suggested I use what was written on it for a company name. I was wearing my “Detroit Rock City” t-shirt. I immediately liked the name (adapted to Rock City Fitness). It was much more catchy and memorable than Detroit Fitness and Strength. And it saluted the city region where I live and operate my business. I am proud of Detroit! Well, because I already had the ball rolling with DFS, I wanted to make sure about Rock City. So, I did a mini focus group and, overwhelmingly, people picked RCF. So, Rock City Fitness it is!
Besides sounding hip, I have three reasons this name is meaningful to me. First, among other things Detroit is known for rock music and therefore called the Rock City. So, Rock City Fitness is a cool way to say that I operate a personal training company in Metro Detroit. Second, Rock City to me means strength or a strong foundation. This identifies my approach to fitness training. I want my customers to be “rock solid.” I want them to have physical and mental strength. Lastly, Rock City is a reference to a favorite Bible verse of mine, Psalm 18:2. Rock City Fitness is more than a name, it is intensely personal to me.
The tag-line for RCF is New Depth. New Strength. New Heights. Like the company name itself, many people ask me how I created this tag-line. Well, first consider the company logo. It consists of skyscrapers rising from the ground. The top of the skyscrapers form an “R”. This is a graphical representation of Rock City. From a design and engineering standpoint the taller a skyscraper is, the deeper the foundation must be. In other words, a deeper foundation leads to more strength which allows for more height. This translates perfectly to my training philosophy. First, I will take your fitness training to another level with my experience, expectations and programing (New Depth.). Next, this new depth of programming will lead to increased physical and mental strength (New Strength.). Lastly, this new strength will lead to greater results than you could ever have imagined (New Heights.)!