Saints & Stars


Creating a ‘Next Level Fitness’ movement

A six star gym for the Netherlands

For the past decade HealthCity has been successfully building its exclusive gym network. In 2017, they decided to create an urban boutique format. Not just another average gym, but an ultra-premium fitness experience with upscale amenities and hyper-personalised training.

And they wanted to unveil it in their home country the Netherlands, arguably the most difficult market for luxury ‘anything’ on the planet. It was on us to create a brand identity, tone of voice and launch campaign.

Saint & Stars

Brand manifesto

We wrote a ‘next level’ manifesto that captures Saints & Stars motivational attitude, and unveiled it across all the gym’s physical and digital platforms. It’s literally written on the gym walls.


The name Saints & Stars is an irreverent wink towards
the (near) religious devotion urban professionals have for fitness. For these diehards, a gym is a place to be with kindred spirits, a temple that attracts a community of believers whose passion is contagious and self-motivation

inspiring. The name references this religious adherence,
but also the celebration of ‘star’ (celebrity trainers) who distinguish Saints & Stars from all other gyms in the Netherlands.


Before opening we rolled out the launch campaign for the first Saints & Stars in Amsterdam. The campaign, called ‘Cross the line’, brought all the brand elements together: tone of voice, religious motivation, visual identity and, naturally, that ‘next level fitness’ ethos. Focusing on the transformational growth Saints & Stars promises,

the campaign featured star fitness instructors morphed into their spiritual (totem) animals. A boxer juxtaposed with a bear; a bootcamp instructor and a butterfly; a sprinter and a panther. In the weeks leading up to the opening, all upscale areas in and around Amsterdam were blanketed with billboards and abri’s.


Backed by the know-how and expertise of the people behind HealthCity, Saints & Stars aspires to slowly take over Amsterdam before spreading its wings across the Netherlands and beyond.

‘VBAT brought our wildest dreams to life. Our ambition was to build a brand that represented the ‘next level gym’ in our industry. The end result was even better than expected. Now it’s time for a European rollout with this powerful ‘Saints & Stars’ concept.’

Tom Moos, CEO Saints & Stars

star gym
in the Netherlands
rockstar trainers

Curious to learn more?
Mark van Egmond
+31 (0)20 750 3000