IN PROGRESS: new Identity, same values

FLAG recently celebrated its second anniversary, and to mark the occasion, we unveiled our new brand identity, embodied by a powerful concept and statement: "IN PROGRESS."

When we opened our doors in May 2024, the phrase "Fitness As A Culture" appeared on our storefront, hoodies, and tote bags. It reflected our vision of a less superficial, more accessible, and more community‑driven approach to fitness. To us, fitness has always been far more than physical training—it is a powerful tool for personal growth and self‑development. Over the past few months, we have taken the time to reflect on what truly makes us unique.

And that's how IN PROGRESS was born.

It is a way of refining our message so that it more accurately reflects what we experience every day alongside our members, while creating an identity that is even more aligned with our mission and vision of fitness.

Celebrating the journey more than the destination

IN PROGRESS embodies the belief that progress matters more than performance, and that the journey deserves just as much attention as the final outcome.

Over the years, we have seen members learn how to move pain‑free, goals take longer than expected to achieve, moments of doubt, periods of stagnation, and injuries. Yet through it all, we witnessed something more powerful than any end result: the ability to keep moving forward. Session after session. Month after month.

The fitness we stand for today is not defined by dramatic transformations. It is a fitness culture that values the process as much as the destination. One that prioritizes progress over perfection and recognizes that every step matters.

We focus on everything that helps people become stronger, healthier, and more fulfilled through fitness: coaching, environment, community, and meaningful experiences.

And IN PROGRESS also applies to the coaches who shape the reputation of the fitness industry and act as guides toward healthier, more active lifestyles. Their own development matters too, and we are committed to supporting them in their continuous growth.