Fithouse Gym
A Tight knit community with
RADICAL INCLUSIVITY
Reframing Strength and Community:
From Gym to Brand Story
Fithouse Gym isn’t just a place to work out—it’s a second home for those chasing growth in body, mind, and community. Rooted in radical inclusivity, Fithouse welcomes people of all fitness levels and backgrounds into a space where strength takes many forms, and every rep is matched with real support.
This project sits very close to our hearts, for not only have we been collaborating with Fithouse over the years, but we’ve also been long-time members of this renowned fitness community. The people who make up the Fithouse family are what make it such a special place. Whether it’s fist-bumps between sets or high-fives at the end of class—they make you want to show up for yourself, but also for more than yourself. The tribe gets stronger together, and with that, a simple sign at the front desk became the inspiration for this campaign:
#THEHOUSEBUILTME
“I have been using tAnner’s photography service for my local business, Fithouse, for several years. I knew HiM to have incredible talent in capturing breathtaking photos out in the wilderness—I thought I’d see if he could do the same for my gym. He definitely delivered. So much so that I’ve continued using tSC for all of our social and website content.”
— Dave Wallace, Fithouse Owner
Project Overview
Over the past five years, we’ve had the ongoing privilege of documenting this community—capturing moments that speak not just to physical power, but to emotional resilience and human spirit. What we’ve created together isn’t just content. It’s a living archive of sweat, story, and transformation.
Our creative approach with Fithouse centred itself around dynamic movement, raw emotion, and visual storytelling that gets the people going. Every frame is crafted to inspire—visually textured to reflect the grit it takes to break preconceived limits, and the courage it takes to do it again and again and again.
The Challenge
When brothers-in-law Dave and Graham took over Fithouse gym, a local sweat-box in Calgary, they knew they had come across a diamond in the rough. They had a one-of-a-kind fitness space with remarkable energy, and a fiercely loyal membership base, but lacked the deep local roots both of them craved in a gym. This, combined with the fact that their visual content (coaches photos, campaign imagery, social media & web assets) lagged behind their ambitions to grow the community. The Fithouse brand imagery and social media content felt functionally average, inconsistent, and unable to fully reflect the heart of their brand: raw human strength, radical inclusivity, and relentless grit. Not to mention, they had some killer new merch that was begging to be shown off.
Dave and Graham needed to elevate their visual identity and expand their online presence—to go beyond “gym photography” and enter the realm of brand storytelling. They needed content that could:
Match the intensity and authenticity of their athletes
Communicate a deeper narrative of community, struggle, and triumph
Provide a scalable content ecosystem they could draw from
Attract new members and raise the brand’s perceived quality
The PROCESS
We began with discovery and alignment, deep in conversation with the Fithouse leadership. We explored their mission, voice, brought in key members, and decided on visual inspirations (movement, grit, emotion). From that we distilled three creative pillars: Connection, Dynamic Energy, Inclusivity.
We selected athletic colour accents tied to Fithouse’s brand palette and chose environmental gym settings to root images in real context.
When shooting, we designed sessions to feel collaborative. Coaches and athletes moved, adjusted, experimented; we captured intimate moments (grip, gaze, sweat) as much as full-body motion. We scheduled some staged sequences (warm-up, peak effort, rest) to build a narrative flow.
In post-production, we curated final photo sets into modular campaign packages (“hero shot,” “lifestyle flow frames,” “detail textures,” “community moments”). Every image was selected not just for aesthetics, but for narrative strength and usability across web, social, print.
The Coaches
In addition to the brand photography for Fithouse’s community and campaign visuals, we also captured professional headshots and profile portraits for each of their coaches. But this wasn’t about lining people up and snapping clean, corporate shots. At Fithouse, every coach brings their own fire, their own story—and that’s what we set out to honour.
Each portrait session was designed to let personality lead. From quiet confidence to explosive energy, we worked with natural body language, movement cues, and environment to reflect the individual behind the role. The result: a unified team gallery that still gives each coach their moment to shine—because in a space built on connection, trust starts with a face that feels real.
Are you looking to elevate your team’s presence? Whether you’re a brand, gym, or organization, we offer intentional, personality-rich photography that puts your people at the centre of your story.
Let’s capture your crew in a way that actually feels like them.
The RESULTS
Through a blend of strategic planning, immersive shoots, and meticulous post-production, we succeeded in developing a complete visual system for Fithouse that went far beyond your standard fitness photography. The final body of work includes striking hero images of athletes mid‑motion, intimate documentary‑style frames capturing authentic connection, professional coaches photos showcasing individual personality, and rich detail shots that added texture and depth to their story. We curated these assets into modular content packages—grouping hero visuals, lifestyle sequences, headshots, and close‑ups—so the Fithouse team could deploy them seamlessly across their website, social channels, and campaigns.
The impact of this work was transformative. Within months of introducing the new visuals, Fithouse saw a measurable lift in social engagement and a noticeable uptick in membership inquiries, with new clients citing the refreshed imagery as an influencing factor. Beyond metrics, the internal team gained a renewed sense of confidence in their brand voice and storytelling, now backed by a robust library of high-production, on-brand assets they could draw from year‑round. Together, we built more than a photo set—we built a living, breathing visual identity that reflects Fithouse’s values of strength, inclusivity, and community, and positions them as a leader in Calgary’s fitness landscape.
The story doesn’t end here. Join the Fithouse Family.
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We partner with brands who care. If your brand is seeking this level of visual sophistication, narrative resonance, and ongoing creative partnership—let’s connect and make some cool sh*t together.