Elevating Juma: Crafting a Tribal Brand Identity for an Inclusive Treadmill Studio Experience

Background

Juma Fit is a brand inspired by the spirit of the Tarahumara Tribe of Mexico, renowned for their extraordinary running culture and sense of community. Initially, the brand’s founder considered naming it “Tribe Running,” to convey the inclusive nature of running together. During our naming process, we discovered “Juma,” meaning “They Run” in the Tarahumara language, which perfectly encapsulated the essence of the brand. The connection deepened when the founder revealed that her favorite book, Born to Run by Christopher McDougall, celebrated the Tarahumara Tribe’s incredible running abilities and had inspired her journey. This profound connection helped shape a brand that was about fitness, community, and global impact.

Challenge

The challenge was to translate the essence of the Tarahumara Tribe into a modern fitness brand identity, resonating with a diverse, health-conscious audience. This meant crafting a name, identity, and digital presence that celebrated the tribe’s spirit, while also integrating a seamless user experience with their booking system. Additionally, we aimed to reflect Juma Fit’s commitment to giving back, partnering with initiatives like charity: water to drive a positive global impact.

Approach

Our process was rooted in thoughtful exploration, cultural authenticity, and innovative design:

• Naming Discovery: Initially leaning towards “Tribe Running,” we iterated through hundreds of name ideas before discovering “Juma,” meaning “They Run.” This name, found through a translated 1960s dictionary, struck a deep chord with the founder, whose inspiration came from Born to Run, aligning perfectly with the brand’s mission.
• Cultural Inspiration: We drew from the vibrant colors, warmth, and community spirit of the Tarahumara Tribe, ensuring these elements were central to Juma Fit’s identity. Each membership was linked to a charitable mission, supporting clean water projects worldwide, reflecting the tribe’s deep respect for nature and community.
• Seamless Digital Integration: We crafted a UX and UI design that enhanced user experience, integrating with their MINDBODY-powered booking system and app. This ensured a frictionless digital journey from discovering the brand to booking a class.

Solution

Guided by a blend of cultural sensitivity and cutting-edge design principles, we delivered a comprehensive brand and digital experience:

• Unified Brand Identity: We designed an identity that honored the Tarahumara Tribe's heritage while appealing to modern fitness audiences. Vibrant, welcoming visuals and a joyful aesthetic echoed the tribe’s spirit, creating a sense of community and inclusivity.
• Award-Winning Website Experience: Our UX and UI design for Juma Fit’s website seamlessly integrated with their MINDBODY-powered booking system, creating an innovative, user-friendly platform. This experience earned us "Gold" and "Best in Show" at the w3 Awards, underscoring the impact of thoughtful, intuitive design.
• Community and Global Impact: Beyond physical fitness, Juma Fit emphasized community spirit and giving back. Every membership supported charity: water, ensuring the brand’s mission extended far beyond its studios, creating a positive global impact.

Key Takeaways

Juma Fit’s journey highlights the power of authenticity and innovation in branding. The name “Juma,” born from a deep connection between the founder’s inspiration and the Tarahumara culture, became the cornerstone of the brand’s identity. The seamless integration of vibrant visuals, digital booking experiences, and a commitment to global causes resonated strongly with audiences, driving impressive engagement and growth. Winning "Gold" and "Best in Show" at the w3 Awards for the website experience affirmed the success of our approach. This case study demonstrates that brands rooted in genuine stories and purposeful missions can captivate audiences, foster community, and drive meaningful change.