Can you think of a name for a gym that is upstairs (20 Stairs to be exact) and downtown in a small town. We would like more of a masculine name and one quick word, well two at the most. The room looks like a loft with top of the line equipment in it. Really nice laid out and design. Very private and airy – lots of windows. Hope my description helps. It is used mostly by professional females but we would like to attract more males. Thanks for your time. Meet you at …….

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Jay’s Answer:  Given the information you provided, here are some suggested names:

• 20 Stairs Gym
• 20 Stairs To Fit
• The Upstairs Gym

As far as the names you’ve chosen, without understanding more about your target market, demographic, unique selling proposition (USP), competition, etc. – all I can do is guess. And a guess does not truly benefit your business goals.

Names are also a tricky balance. You can pick something straightforward (“Karen & Joe’s Gym”) – it might be boring, but it’s obvious what you’re offering. Or, pick something clever-sounding (“Fat Shed”) and then spend time/money explaining what it is you offer (perhaps with an associated tagline and/or supplementary marketing materials).

Names don’t matter as much as you think – it’s the experience that matters. A name might be easier to spell/remember, but if the feel isn’t right, all the work you spend on a name is wasted time/energy.

That’s why I strongly urge my clients to focus first on their business/marketing strategy. After that’s nailed down, work on the naming, since all the information you need to evaluate the “right” name will come from this document.