Functional Strength Coach Simon Bennett helps people push beyond their self-imposed limits. We wanted his brand to do the same.

Optimal Training had all the ingredients for a distinctive fitness brand, but lacked the clarity and confidence to bring them together. We repositioned the brand around Simon’s personality, expertise and passion for Viking philosophy, creating an identity that felt as strong and individual as his approach to training.

Drawing on Viking culture, we introduced a visual language inspired by runes, shields, weapons and symbolism, alongside a bold new colour palette. We also replaced the generic title of ‘Personal Trainer’ with ‘Functional Strength Coach’, giving Simon a clearer position within an increasingly crowded industry.

But the brand isn’t just about Simon. His clients are central to the Optimal Training experience, so we gave them an identity of their own. The Drengr Mark combines four runes representing Warrior, Power, Partnership and Growth, enclosed within a segmented shield-inspired circle. It represents the journey each client takes as they build strength, confidence and capability.

For those who reach the next level, the Elite identity extends the system further, creating a sense of progression, belonging and achievement.

The result is a brand built around more than training — it’s about becoming the strongest version of yourself.