You know the ones: those gyms who have instantly recognizable logos, unmistakable choreography and/or a name that’s known all over the cheer world. Many of the most successful gyms in the industry get there by cultivating a strong brand that suits their product perfectly. To find out how to build a massively effective brand, we spoke with three gyms who’ve done just that: Maryland Twisters, California All Stars and Top Gun. See our second installment with Tannaz Emamjomeh of California All Stars!

Branding Case Study #2: California All Stars

After 14 years in business, California All Stars now has six locations and 1190 athletes. Co-owner Tannaz Emamjomeh answered our questions about how they built the brand.

How did you come up with the gym name? It was a split-second decision. No hesitation. The name “California All Stars” fit us like a glove.

What was the process of choosing/designing your logo and colors? The logo was designed by Sean Dominguez, a local artist. We chose royal blue, black, white and silver. Blue encompasses a certain tranquility and respect; from a color psychology perspective, blue is reliable and responsible.

Is there a mantra or tagline that describes what’s behind your brand? “Faith over fear.”

How much does the pro shop/merchandise play into building a brand? Pro Shop items come secondary to building the brand. I think it’s important to establish your culture first—merchandising will follow suit.

What do you do about imitators/copycats? It is unfortunate that there are businesses out there selling apparel that doesn’t belong to them such as bows, dolls and other gear or likeness of the logo and name. We send cease-and-desist [letters].

How do you use social media to further your brand? Facebook has been a huge tool for us. We post the latest happenings at the gym, competition results and new Pro Shop Items. We use Twitter as well. It’s amazing how one click can reach 10,000 + people instantly.

What in your opinion is the secret to building an effective gym brand? Each organization will have a different path or journey. There is no recipe other than hard work and patience.

What do you consider the strongest part of your brand? The strongest, most significant part of our brand is our continuity and our faith.

Check out our first installment with Tara Cain of Maryland Twisters!

-Lisa Beebe