Bespoke, BrandCraft
HireBob.ai
Client
HireBOB.ai
Services
BrandCraft
Date
2025
Result
HireBOB.AI provides AI employees for fitness operators, combining industry expertise with pioneering innovation. We partnered with them to develop a brand strategy and identity positioning HireBOB.AI as the fitness industry’s first true workforce solution.
Challenge
HireBOB.ai faced a fundamental positioning challenge in the fitness industry where operators recognised AI’s potential but encountered significant barriers: education gaps, implementation complexity, and ROI uncertainty. The brand was positioned as just another fitness tech vendor in a crowded market, struggling to differentiate from competitors like KeepMe and MaxMembers who offered generic automation tools that often felt impersonal and threatening to staff.
Insight
The strategic breakthrough came with reframing AI from automation to employment – positioning AI as human augmentation rather than replacement. Through extensive research, we discovered that fitness operators needed “AI that thinks, learns, and works like actual employees.” This human-centric approach directly addressed industry resistance by emphasizing enhancement of human connection rather than substitution, allowing operators to focus on transforming lives through health and wellness.
Solution
We repositioned HireBOB.ai at the intersection of enterprise fitness operations, AI technology, and human-centred service delivery. The brand expression balanced “quirky but professional” with “bold and innovative,” using conversational language that demystified complex technology. We developed brand-specific terminology referring to solutions as “AI employees” and emphasised outcomes over features, fundamentally changing how prospects perceived and purchased through HR budgets rather than IT departments.
Their process of quick iteration and refinement helped us discover unique solutions we wouldn’t have found through a more conventional approach.
CEO
HIREBOB.AI
Tokyo Calm’s flexible BrandCraft approach allowed us to explore ideas rapidly, pushing boundaries while staying true to our core values. The results not only energised our entire team but gave us a distinct identity in a crowded market.
CEO
HIREBOB.AI
Impact
The rebrand successfully repositioned HireBOB.AI from a fitness tech vendor to a workforce solution provider, creating clear market differentiation. The core differentiators now clearly communicate AI as team members rather than tools, fitness industry specialisation over generic solutions, and human-AI symbiosis instead of replacement. This strategic shift enabled HireBOB.ai to stand out in a crowded market by making AI feel approachable, valuable, and fundamentally human-centred.
Other Work
(Case Studies)
Bespoke, DesignFlow
