Rise&Defy – where physical recovery and mental wellbeing go hand-in-hand.
Knapton Wright understood our story, our mission, and translated it into something that feels authentic and welcoming. From day one, they've been true partners in bringing this vision to life.
Jonny Wilson, Founder, Rise&Defy
Key Successes:
- Launched from concept to opening in under six months
- 24/7 gym access with mental health support partnerships from day one
- 150 youth memberships fully booked before opening
- Target membership cap reached within 3 months
What They Wanted
What the client originally asked for (surface-level goals)
"We're opening a gym in Barton-upon-Humber and need a website, some branding work, and help getting the word out before we launch. This has to work!"
When Jonny Wilson and Amy Godfrey first approached us in summer 2025, they had big ambitions. They were transforming a unit in Barton-upon-Humber into Rise&Defy – a brand-new gym with a difference. Equipment was on order - in a shipping container, in fact, floating somewhere pretty far away - keys were in hand, and they had a rough launch window of Autumn 2025. They'd already created basic branding - they had a logo they loved - and had a vision for what they wanted to achieve, but they needed support to bring it all together with a little bit more structure.
On the surface, they were asking for website design and development, some tidying up, refining and expansion of their brand assets, and help with launch communications. Standard stuff, right?
But we knew there was more to uncover...
They really meant...
The real problem we discovered
As we dug deeper through our discovery meetings, we realised Rise&Defy wasn't just another gym. This was something genuinely unique – the first facility in the area offering integrated physical and mental health support under one roof. Jonny's personal story – from Tough Mudder competitor to wheelchair user to walking again (when the docs thought he never would) – was the heartbeat of the brand. His recovery journey had shown him that physical training and mental wellbeing are inseparable, and he'd built Rise&Defy on that belief.
But here's the challenge: how do you communicate that you're "more than just a gym" without sounding like every other gym that claims the same thing? How do you attract serious fitness enthusiasts while also welcoming complete beginners who might never have set foot in a gym? How do you stand out in a market saturated with neon-lit powerlifting spaces and, sometimes, intimidating bodybuilding culture?
Their real need wasn't just a website and some marketing collateral. They needed a brand position and digital presence that would authentically reflect their unique offering, build trust with diverse audiences (from corporate partnerships to youth memberships, beginners to experienced gym-goers), and establish them as a credible, professional operation from day one. They were launching a lifestyle brand, not a typical gym – and their online presence needed to match that ambition.
So here's what we did.
What we agreed to do...
The solution/services we delivered
- Brand refinement: Cleaned up and elevated their existing logo suite, established visual guidelines, and created a consistent look and feel
- Website design and development: A beautiful, lifestyle-focused single-page Shopify site that positioned them as a benchmark for independent gyms in the area, with scope for the site to evolve alongside the brand
- Written content: Website copy, FAQs, and messaging that balanced the physical fitness and mental wellbeing proposition
- Launch PR: Press releases and media outreach highlighting Jonny's story and the unique mental health partnerships
- Corporate partnership materials: Branded letters and presentations for corporate and academic settings
- Photography and videography: Sourcing, briefing and managing the visual representation of the brand, from creating detailed shot lists, and shoot schedules to creative direction for professional launch assets and documentary-style interviews
- Social media content strategy: Pre-launch and ongoing content planning that avoided tired "new year, new you" clichés
- Integration setup: Membership booking system (Clubwise) embedded directly into the website
So we got to work!
The approach and process
Let's break it down...
We started by immersing ourselves in Jonny's story and the Rise&Defy mission. Through detailed discovery sessions (and the odd gym session), we established that this wasn't about creating a corporate gym brand – it was about building something that felt personal, welcoming, and rooted in real human experience.
The answer?
A lifestyle brand approach that positioned Rise&Defy as a movement, not just a membership.
Our strategy was simple: let the authenticity of Jonny's story lead, but ensure every touchpoint looked and felt professional. We worked closely with one of our trusted collab partners, designer Amy Turner, to refine the brand's visual identity, introducing a warm rusty orange accent colour that complemented the black-and-white base while evoking the warmth and approachability of the gym's ethos. We ensured the brand could appeal to men without alienating women, and beginners without alienating experienced fitness lovers – a fine balance in the fitness sector.
For the website, we (Amy and us) took a lifestyle-brand approach rather than a typical gym aesthetic. No neon colours, no aggressive bodybuilding imagery, no intimidating language. Instead, we created a single-page experience with clean layouts, soft rounded corners, and messaging that emphasised inclusivity, community, and setting your own limits. The site needed to work for everyone: complete beginners who'd never touched a weight, seasoned gym-goers looking for quality equipment and 24/7 access, young people seeking peer support, and corporate partners evaluating wellbeing initiatives.
We embedded Jonny's story throughout – his journey from wheelchair to walking again, and how that experience sparked the idea for Rise&Defy. We broke his narrative into digestible sections with strong pull quotes and related video content, making it easy for visitors to connect emotionally while still finding practical information like membership pricing and opening hours. The Clubwise booking system was integrated directly into the site, removing friction from the sign-up process.
Beyond the website, we created targeted partnership materials. Letters and presentations for major local employers positioned Rise&Defy as a corporate wellbeing solution. Materials for schools focused on youth mental health support, GCSE stress management, and peer-led training sessions. We also crafted a detailed photography and videography plan and managed the professional shoots to ensure every visual asset would reinforce the brand's inclusive, welcoming message.
The PR strategy centred on Jonny's personal story and the unique mental health angle, which also highlighted the key future plans Jonny and Amy had - the youth ambassador programme, expert speaker sessions and the gym's commitment to making fitness accessible for everyone. We positioned Rise&Defy not as a competitor to existing gyms, but as something entirely new for the area.
Key customer journey elements:
- Clear membership options (from £5 day passes to annual contracts) with straightforward pricing
- Emphasis on the full induction every member receives, regardless of experience level
- Easy-to-find contact options for different audiences (corporate partnerships, youth programmes, general enquiries)
- Integrated booking system that removes barriers to sign-up
- FAQ section addressing common concerns (cancellation policy, minimum age, photography rules)
So, did it work?
Did it work?
Quantitative results
The website went live in late October 2025, just ahead of the gym's official opening in early November. From the moment it launched, the site became the central hub for all of Rise&Defy's communications – membership sign-ups, partnership enquiries, and community engagement all flowed through the platform and the gym’s social media channels.
Success metrics:
- Launch timeline: From first meeting to live website in under three months, delivering everything needed for a successful autumn opening
- Youth memberships: All 150 youth membership slots (ages 14-18) were fully booked before the gym opened, with a waitlist in operation
- Partnership traction: Secured contacts at major local employers and partnerships with educational institutions
- Mental health partnerships: Supported by Andy's Man Club from day one, which has led to Rise&Defy working to launch its own mental health support group, establishing credibility in the mental wellbeing space
- PR coverage: Secured regional press coverage through targeted media outreach, highlighting Jonny's story and the unique gym concept
- Professional positioning: Established Rise&Defy as a benchmark for independent gyms in the area, with a digital presence that matched their ambitious vision
Business impact:
- Brand credibility: Professional website and marketing materials positioned Rise&Defy as a serious operation from day one, not a startup
- Operational efficiency: Integrated Clubwise booking system streamlined membership sign-ups and reduced administrative burden
- Market differentiation: Clear positioning as "more than just a gym" helped Rise&Defy stand out in a crowded local fitness market
- Community integration: Strong youth and corporate partnership foundations laid before opening, creating multiple revenue streams
But that only tells part of the story...
However, there were other benefits..."
Additional results & broader impact
Beyond the immediate launch success, the work we did with Rise&Defy created a solid foundation for sustainable growth. The website became more than just a digital brochure – it's now a business tool that handles membership enquiries, partnership requests, and community engagement 24/7. Jonny can focus on running the gym and supporting members, while the website quietly works in the background to bring new people through the door. The next phase of work is already underway to evolve the website further based on the new projects Amy and Jonny now have confirmed and are actively working to launch.
The brand positioning we established – "more than just a gym" – has opened doors that a traditional gym might never access. The professional presentation materials and clear articulation of their mental health mission have made Rise&Defy an attractive partner for schools, employers, and health organisations. They're not just selling memberships; they're offering a genuine community wellbeing solution.
Perhaps most importantly, the work gave Jonny and Amy the confidence that their BIG thinking was based on solid foundations. They've already been approached about podcast appearances, are exploring additional corporate partnerships, and are now focused on building out their events and workshops programme. The strong digital foundation means they can scale their marketing efforts without starting from scratch. They're positioned not just as a local gym, but as a potential model for how fitness facilities can authentically integrate mental health support – and that's a story worth telling beyond Barton-upon-Humber.
And there you have it!
A measurable success
From concept to launch in under six months – a gym with genuine purpose, positioned to change how their community thinks about fitness and mental wellbeing.
Rise&Defy launched in autumn 2025 with everything in place: a beautiful website that reflects their values, clear brand positioning that differentiates them from every other gym in the area, strong partnerships with mental health organisations and local institutions, and a waiting list of young people eager to join.
The work we did together proved that even in a crowded, competitive market like fitness, authenticity and clear positioning can create space for something new. By taking the time to understand Jonny's story, the unique value proposition, and the diverse audiences Rise&Defy needed to reach, we created a launch campaign that didn't just announce a new gym – it introduced a movement.
"Working with Knapton Wright was one of the best decisions we made in launching Rise&Defy. They took our vision and turned it into something tangible, professional, and true to who we are. The website, the branding, the messaging – it all feels right. They didn't just deliver what we asked for; they challenged us to think bigger and helped us position Rise&Defy as something genuinely unique in our area and true to our ethos. We're not just a gym – and thanks to KW, everyone can see that from the moment they land on our site."
Jonny Wilson & Amy Godfrey, Founders, Rise&Defy
