Liven Up Fitness rebrands itself

Liven Up Fitness, a personal training facility in the Lehigh Valley, announced a complete rebranding this month. After six years, the club updated its logo, created more variety in its workouts, and converted its membership programs to a month-tomonth system. The rebranding was driven by the company’s dedication to creating a more cohesive community within its facility and participating in community-outreach initiatives.

As a part of the rebrand, the logo reflects the shape of a mountain to represent the journey someone embarks on when changing their lifestyle. The facility has been updated with paint and graphics that foster the focal point of the brand story to “Keep Climbing.”

One of the initiatives inspired by the rebrand was to participate in more charity organizations and events in the Lehigh Valley. Chris Carullo, one of the owners of Liven Up Fitness, joined the American Cancer Society to be one of the “Real Men Wear Pink” during the month of October. His fundraising efforts use fitness to help bring awareness to the cause. Liven Up hosted a charity workout to benefit this cause, and donated the costs of its programs as well during October. These initiatives raised more than $7,000 in proceeds for the American Cancer Society.

Liven Up Fitness, opened by a husband and wife team, has served the Lehigh Valley for the last six years. The club has been voted “Best of the Lehigh Valley” for the last four years and was nominated as one of the “Emerging Businesses of the Year” for 2016.