Driving Strength, Power and Movement The Australian Institute of Fitness has revealed a rebrand, new study options and integration with the Australian Fitness Network
ustralia’s largest and longest established fitness training organisation, the Australian Institute of Fitness A (AIF), has announced a large scale rebrand and a raft of initiatives specifically designed to expand study and product offerings, as well as elevate career options for fitness professionals. From October, AIF will begin unveiling a dynamic new visual identity - transforming its blue and green colour scheme of the past 15 years - accompanied by a revamp of AIF’s logo, with the new logo inspired by the strength, power and movement of Leonardo da Vinci’s Vitruvian Man, as well as a vibrant new design system and photographic assets. Explaining the changes, Australian Institute of Fitness Chief Executive and Director, Steve Pettit (pictured left) commented “with the recent expansion of AIF’s business capabilities and offerings, we required a new look and feel that represents where we are heading as the number one fitness educator globally. “Our educational offering differentiates us from other providers, so we wanted our branding to do the same. “We needed something bold, powerful and impactful to represent AIF throughout our entire brand, from the logo, to creative elements and photography. Our new red colour is 36 Australasian Leisure Management Issue 141
representative of the confidence and positivity that set us apart as industry leaders.” The rebrand comes as AIF integrates the Australian Fitness Network (Network) into its portfolio. The integration sees AIF expand its umbrella of offerings to include continuing education programs (CEC), micro credentials, upskilling certificates, qualifications, industry onboarding and training, membership programs and more. Pettit noted “the Network integration moves the capability of AIF beyond a Registered Training Organisation (RTO) into an all-encompassing education provider that supports fitness careers and businesses for life. “Historically, AIF has described itself as an RTO and yes, that is what we have primarily been. However, limiting ourselves to delivering qualifications has allowed us to flex only part of our extensive educational muscle. The integration of Network means we have more scope to identify bespoke education opportunities that not only add value to our students, but to the industry more broadly.
