Cool websites attracts cool people

Gymbox is a "cool gym" for fun people, or at least that is how they position themselves. Their proudly declare: “we believe that going out and working out should be one and the same thing and that hot and sweaty exercise should be pure unadulterated entertainment.” They showcase their "coolness" on their website.

When you open their website (http://www.gymbox.co.uk/), their short video immediately plays without you having to hit the play button. The video illustrates how Gym Box tries to be different and unexpected by shooting in unexpected angles and shots. When I see the video and hear the pounding of the beats, I imagine the gym to be an energetic and dynamic place filled with fun, cool, and young people.

Below the main video, there are more short videos of how creative, fun, and cool they can make fitness. Dancing to Lady Gaga music appeals to young women, exercising with giant tires appeals to young men, and dancing in the dark with glow-sticks appeals to the everyone and anyone with an adventurous spirit.

Just with their website, Gold Box is able to create brand equity. They are able to show the values and expectations attached to their brand for the prospective customer. The website shows what type of people are at the gym and what you get when you are a part their gym. "The result is a public brand or personality that may be more important for the overall status of the brand than many technical facts about the product (Dickey, 2011)." So even if the quality of the gym equipment may not be as on par, the facility is still known to be a hip place for working out and hanging out.

Dickey, I. J. (2011). An overview of digital media and advertising.Digital Media and Advertising- User Generated Content Consumption