Local private coaching company CoachUp has seen a lot of growth in its first year of existence. Started just last May, the company’s website now has over 7000 coaches available to connect with young athletes seeking private lessons or coaching. In addition to the huge number of coach/athlete connections happening on its site, CoachUp opened a new office in the Innovation District in May and introduced a scholarship program for student athletes last week.
On Friday, as a further sign of its ascendency as a major force in the Boston innovation/startup community, CoachUp announced a major rebranding effort led by Boston’s Breakaway Innovation Group. Breakaway, which is also an investor in CoachUp, spearheaded the redesign project that includes a complete overhaul of CoachUp’s logo and website.
CoachUp CEO and Founder Jordan Fliegel said of the redesign, “We were looking to rebrand around something that represented who we are and what we do and that is exciting for coaches and athletes.” As Victoria Barnaby, CoachUp’s Director of Brand Communication, explained, partnering with Breakaway’s creative team allowed CoachUp, “to sharpen its brand image and identity.”
Fliegel explained that CoachUp is built on a few fundamental principles that are reflected in the rebranding. “That a mentor or coach can pay it forward and give back in a meaningful way and the idea that anyone with hard work and the right mentorship can achieve their potential are real American ideas,” Fliegel said. “Our logo, our colors, and the tagline of “Another Level” really convey that well.”
Breakaway’s Creative Chief Officer, Scott Maney, explained in a press release some of the logic that went into the redesign. "We took inspiration from a lot of places but gravitated early on toward classic sports team lockups, skater brands and prep school shields. We wanted old school colors, but a modern, contemporary mark.”
The decision to rebrand was not an easy one for Fliegel, but working with Breakaway helped immensely. “It’s one of the biggest decision a CEO will ever make,” he said in the press release. “This sort of decision forever changes the face of the company.
On the final decision, Fliegel tells the story that typifies the relationship between CoachUp and Breakaway (from the press release):
“After Breakaway shared designs with me, they told me to go ‘sleep on it.’ In the end, what helped me reach a final decision was showing me where the designs had been - there were nearly 100 variations of the company logo! That’s when I knew which logo was ‘the one.’ However, the icing on the cake was Breakaway knew which logo I was going to pick before I even did, and that’s how we knew we made the best choice for CoachUp.”
Fliegel’s leadership of CoachUp in its first year has led to unbelievable success. Add the influence of investors and advisors such as Cam Neely, Dharmesh Shah, former senator Scott Brown, and Care.com’s Sheila Marcelo, among others, and CoachUp is poised to go on a quite a championship run.
Dennis Keohane is a staff writer for VentureFizz. You can follow Dennis on Twitter (@DBKeohane) by clicking here.