X4 Fit

X4 is a mid-to-high-intensity group fitness and strength training experience with gyms in more than 15 locations across the Southeast. As the brand prepared to expand nationwide, founder and former Clemson Tiger football player Chris Wade partnered with Matey Brands for a strategic repositioning and rebrand—elevating X4 into a scalable, nationally competitive fitness brand.

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Brand Narrative - Here Today. For Tomorrow.

X4 is just a gym, but to us, that’s a good thing. We’re dedicated to giving our members an efficient workout to get—and stay—in shape for what we value most: our lives outside the gym.

Our formula works: a 50-minute instructor-led workout backed by science, tested by athletes, and loved by real people. No class is the same, so workouts stay fresh and you stay inspired. X4 offers accountability, energy, and peace of mind knowing you don’t have to come up with your own routine. We work out together, but our journeys are our own. Our only competition is yesterday.

At X4, we work hard without overthinking. We get in, work out, and get back out to the lives we love.

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CREDITS

Business Director - Shelton Carnley

Creative Director - Josh Carnley

Strategy/Copywriter - Alden Dienethal

Photographer - Chris Todd

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Matey is a creative firm specializing in branding and immersive design that transports people to new states of mind, offering moments of escapism that bring joy and a fresh outlook to our everyday lives.

Project Inquiries
shelton@wearematey.com

Location
Birmingham, AL.

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@wearematey