British Gymnastics

British Gymnastics

We held workshops with board members and coaches, gathered opinion from BG stakeholders via questionnaires and also visited clubs to speak to the gymnasts – kids and parents, from beginners to elite. We knew we had to appeal to a broad demographic but also key was to identify our core audience. It became clear that these are the kids (and parents) reached via clubs and coaches. To engage with this audience we needed to formulate an identity that changed perceptions. A progressive shift from old to new without alienating current stakeholders.