Dibs Fitness

Dibs Fitness is a wellness brand rooted in empathy, movement, and community. Built around the concept “I’ve Been There,” the identity was created to ease the fears and self-consciousness people often feel when joining a fitness class.

Visually, the concept draws from the supportive spirit of community apps like Hole and Lex, the bold activism of Martin Luther King Jr.-era typography, and the playful, retro funk energy of a flossing brand. The result is a fresh and modern design language that feels both comforting and empowering.

Soft gradients, polished textures, and fluid motion express a sense of ease and inclusivity, while confident typography grounds the brand in purpose and strength. Together, these elements reflect Dibs’ unique approach as an activist and empathetic trainer, all while creating a fitness experience that’s human, kind, and rooted in real understanding.