Why did we choose the name Blue Moon Fitness?
We considered many names before selecting Blue Moon Fitness. The challenge was coming up with a name that fit, felt right, and was available to trademark and use as a web address. Here are a few of the names we considered.
Fit Happens – this is the name many people thought we would use. Fit Happens was initially used for a radio program that Dr. Pat Friend and Joel Potter hosted. From there it morphed to become a program within the gym. It was never intended as a name for the gym.
Black & White Fitness – because we try to make everything as black and white as possible – no grey areas to confuse or debate. We liked this name but decided against it.
CINAR Fitness – using the acronym for Customer Is Not Always Right. We didn’t think many people would get it and could be hard to spell.
Bell Curve Fitness – we are trying to serve the average American; people who make up the middle of the bell curve. Another one that may confuse people and, believe it or not, this name was taken.
Average Joe’s Fitness – this spoke to us trying to serve the average American, but was already taken. It also sounded a little too masculine and didn’t really deliver the message we were shooting for.
Mom’s Fitness – this spoke to our customer service goal of treating everyone the way we would want our own mother treated, but was already taken. It also sounded too feminine and wasn’t clear enough in the message.
Non-Athletic Fitness (or Unathletic Fitness) – this was a fun choice that was intended to communicate that we were a gym for people who wanted to be active but weren’t necessarily athletic. This name didn’t feel right.
New Dawn Fitness – this was inspired because after over 3 decades in the industry we have finally found a way to help those who we’ve always wanted to help. It was just an idea and didn’t go very far.
Super Hero Fitness – this name was considered because our staff members sometimes have to act like a super hero. They are mild-mannered Clark Kent types until someone is rude or obnoxious in the gym at which time they don their super hero role and protect the interests of the average member.
Here are a two of my more radical ideas that were considered but quickly abandoned.
Our Better Business Bureau Rating May Suck, But That’s Okay Fitness – this one takes some explaining. This name was ruled out immediately because it was too long. I like the name because it tells people up front that we will not cave to customer complaints in exchange for a good Better Business Bureau rating. We do our best to honor what we tell people we will do when they enrolled and will correct any errors we make as soon as we are aware of the error. Too often people threaten to file a complaint with the BBB if a business will not make an exception for them. That isn’t how we operate, it isn’t what we agreed to, it isn’t fair to us and it certainly isn’t fair to other members. We will bend over backwards for our members, but that is as far as it goes.
Fitness For Fat People – this one probably shocks you. Too many times people think they need to lose weight before they can join a gym. Then there are the ignoramuses who actually make fun of people who show up at a gym out of shape. And while I would never call someone fat, many people will refer to themselves as fat. The idea behind this name was to tell people who think they are fat that they are welcome. It would also get under the skin of some of the ignoramuses. But in today’s politically-correct world, where we want to avoid offending anyone, this name would certainly offend someone. This isn’t the hill to die on, so I abandoned it.