YEN's very first project. The launch of BBFit — a fitness brand combining pilates/yoga franchise centres with star-trainer management, and the first in Korea to introduce the 'Sportainer' (sports + entertainer) concept.
Korea's fitness market at the time was fragmented at the individual-studio level, and 'star trainers' had no real bridge to entertainment management. We needed to package trainers as brand-grade talent and build a franchise-ready business model from scratch.
We built BBFit (Body Balance Fit) as the parent brand combining three arms — (1) pilates/yoga franchise centres, (2) star-trainer management, (3) broadcast content. YEN authored the brand identity, business plan, financial model, and marketing plan end-to-end, and closed exclusive training contracts with artists signed to major agencies including Chorokbaem and Starship Entertainment.