Despite the industry booming, conventional fitness outlets aren’t providing the kind of personalisation that is defining the narrative of modern lifestyles, and their exercise equipment has also failed to move with the times. Zana Morris had a vision to combat these shortcomings. Aiming to extend her philosophy of ‘intelligent exercise’ into a disruptive offering, she would be moving her Harley Street gym to a new location and wanted to transform it into a holistic health space, under a new brand. The Clock’s concept is rooted in the brand idea of ‘turning back the clock’ to give people time. The inviting gym space evokes a sense of nostalgia and the innovative design of the Time Piece exercise equipment sets a new standard in the world of exercise. The strength and elegance of The Clock’s interior, identity, industrial and experience design has seen the gym supersede year one turnover objectives by 51% and in year two, profit grew 66% allowing it to run at 20% Net Profit Margin. With membership reaching maximum capacity two years ahead of schedule, a second location is opening in 2019.