press release: D2F Fitness
Gold company profile | D2F Fitness
PRESS RELEASE
How D2F worked with Fitness Factory to bring their brand identity to life
20 Oct 2025
Fitness Factory / D2F Fitness
D2F took the time to understand Fitness Factory’s values and objectives. Their focus was on creating a space that catered to all levels of fitness, from beginners to seasoned athletes, while fostering a strong sense of community.
Fitness Factory wanted to build an environment that was motivating and inspiring, and showed off their strong brand. The D2F team worked closely with Fitness Factory’s leadership to gather key insights on their specific requirements and challenges. This collaboration was fundamental in ensuring that the bespoke solutions would not only meet their needs but also support their long-term growth and brand identity. In crafting a custom-designed gym, D2F knew that every detail would need to reflect Fitness Factory’s vibrant and dynamic ethos. From the carefully selected colour schemes and branding to the quality of each product, they ensured that the client’s needs were met.
“The process begins by utilising the clients logo and branding, which our design team use to create an artist's impression of the range of custom branded fitness equipment. This visual allows one to see how the gym’s equipment will look with the logo or text. This is a crucial step where the client can request adjustments, whether it's a change in logo placement, size, or colour. Custom equipment is a fantastic way of elevating the brand, creating a cohesive, memorable customer experience.” Says John Lofting, Managing Director of D2F Fitness.
The teams worked closely to create custom pieces that reflected the client’s distinct identity, offering a range of equipment designed to impress, including branded dumbbells, Olympic tri-grip plates, bumper plates, studio dumbbells, fixed barbells and EZ curl bars, and cast iron kettlebells Every piece of equipment was branded to match their exact specifications and design preferences, ensuring that their gym stands out with consistency and style.
More press releases and updates from D2F Fitness:
D2F Fitness has officially launched its latest in-house product range, Altrafit Elements, a
new range of gym equipment designed specifically for independent gyms.
D2F takes pride in its ability to adapt and respond to even the most unusual requests,
demonstrating a commitment to excellence that extends well beyond conventional
expectations.
D2F is proud to be the official merchandise partner for The Boat Race – the iconic sporting
event between the University of Oxford and the University of Cambridge.
D2F Fitness’ has officially launched its latest in-house product range, Altrafit Elements,
a new range of gym equipment designed specifically for independent gyms and the newest
addition to its expanding portfolio.
In a sector where training trends, consumer behaviours and member expectations shift
rapidly, future-proofing your facility is critical. D2F Fitness specialises in creating
fitness environments that are designed to evolve with the industry’s tomorrow.
D2F Fitness: featured in HCM and Fit Tech magazines
Strength: Strong moves
The world of strength training is evolving at a rapid
pace, driven by robust consumer demand. Juile Cramer
speaks to suppliers about their latest launches
Concepts : Design for success
Julie Cramer looks at
gym projects where
the combination of
expert-led design
and functionality
have elevated the
space to a new level
Sponsored: D2F – Brand elevation
From England cricket to the Boat Race,
D2F’s Matt Aynsley explains how the company’s bespoke division is excelling
in the clothing and accessories market
Gym design: Futureproof
Julie Cramer asks
suppliers about their
approach to design and
the best ways to future-
proof the gym floor
Sponsored: D2F – take a fresh look
D2F had updated its brand styling to keep pace with
business growth. MD, John Lofting and operations
director, Matt Aynsley, explain the rationale
Specifier: Strong growth
Industry suppliers are responding to the exponential increase in
consumer demand for strength training with a raft of new and
innovative launches and concepts, as Steph Eaves reports
D2F Fitness
Tel: +44 (0)330 124 3155
Email: [email protected]
Address:
Unit 32 Wornal Park,
Worminghal,
Buckinghamshire,
HP18 9PH,
UK
John Lofting, managing director
D2F Fitness video gallery:
Key personnel
John Lofting, managing director
Matthew Aynsley, operations director
Stuart Braun, head of key accounts Fitness
Emma Sumner, head of key accounts Bespoke
Adam Young, Equipped business lead
Matthew Aynsley, operations director
Stuart Braun, head of key accounts Fitness
Emma Sumner, head of key accounts Bespoke
Adam Young, Equipped business lead
Key customers
Each division supports high‑profile, long‑standing clients with quality and reputation.
• D2F Fitness supply key industry names like Everyone Active, Places Leisure, Serco, Energie & UBX and boutique gyms such as Fitness Factory, Nirvana, Kings Gym.
• D2F Bespoke have delivered premium apparel to elite sporting bodies, including the Olympics, the Commonwealth Games, the Boat Race, the FA, the English Cricket Board, the Universities of Oxford and Cambridge, and top Premiership Rugby Clubs.
• D2F Fitness supply key industry names like Everyone Active, Places Leisure, Serco, Energie & UBX and boutique gyms such as Fitness Factory, Nirvana, Kings Gym.
• D2F Bespoke have delivered premium apparel to elite sporting bodies, including the Olympics, the Commonwealth Games, the Boat Race, the FA, the English Cricket Board, the Universities of Oxford and Cambridge, and top Premiership Rugby Clubs.
Plans for the next 12 months
D2F plan to continue to provide iconic events with bespoke solutions, and expanding D2F’s in-house brands, delivering high-quality fitness equipment, maintaining strong relationships with clients while introducing exciting new customised offerings.
Clients and partners can expect fresh, dynamic products that align with D2F’s reputation for excellence, adaptability, and pushing boundaries in activewear design. D2F will also be adding some exciting services to Equipped over the next 12 months.
Clients and partners can expect fresh, dynamic products that align with D2F’s reputation for excellence, adaptability, and pushing boundaries in activewear design. D2F will also be adding some exciting services to Equipped over the next 12 months.
Testimonial
“D2F have been our fitness partner for functional and studio equipment, as well as flooring, for over a decade. With more than 200 sites in our portfolio, we need a partner that can deliver on time and to budget and D2F can always be relied upon.
We’re not a typical leisure centre gym, we pride ourselves on having best in-class equipment. D2F definitely delivers on both quality and price.”
– Duncan Jefford, regional director, Everyone Active.
We’re not a typical leisure centre gym, we pride ourselves on having best in-class equipment. D2F definitely delivers on both quality and price.”
– Duncan Jefford, regional director, Everyone Active.
Testimonial
“D2F have always supplied exactly what we need, from bespoke flooring solutions, to branded free weights, studio and functional kit, we can rely on them to deliver every time. It’s so great working with a supplier who listens and works with you to find solutions. We’re excited to continue working with the D2F team as they kit out more of our facilities.”
– Jamie Townsend, national health and fitness manager, Serco Leisure
– Jamie Townsend, national health and fitness manager, Serco Leisure
Testimonial
“We’ve been working with D2F for over a decade and during our long-standing relationship they have delivered across the board. From delivering high-quality equipment, to installation and servicing, we can always trust D2F to help make sure we’re getting the most out of any space we’re kitting out.
"D2F have supplied us with everything for the gym floor from rigs and racks, platforms and plate loaded machines, to free-weights and functional equipment, and we’re excited to start taking the new Altrafit line, including flooring, which we’re having installed soon.”
– Steve Bradley, Fitness4Less / Welcome Gym
"D2F have supplied us with everything for the gym floor from rigs and racks, platforms and plate loaded machines, to free-weights and functional equipment, and we’re excited to start taking the new Altrafit line, including flooring, which we’re having installed soon.”
– Steve Bradley, Fitness4Less / Welcome Gym
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