London – ETHOS is a new yoga studio in Shoreditch that offers hard-core fitness training with a side helping of spirituality.
Highlighting the metaphysical quality of ETHOS, retail design agency Sheridan & Co, which was responsible for the strategic direction of the brand, created an identity that blends mediaeval alchemy with emblematic spiritualism. The space is modelled on a Scandinavian lodge.
As well as a range of workout classes, services at ETHOS, also include a Fitlab where customers can take a series of diagnostic tests including genetic analysis, cardiometabolic profiling and bacterial analysis to help them understand their predisposition to certain workouts. ‘Tailoring individual medical, health and fitness regimes means workouts can be optimised,’ says Freddie Sheridan, who worked on the project. ‘Consumers want to achieve their mental as well as their physical best, and are adopting a more pragmatic approach to their wellbeing.’
As consumers seek to optimise themselves, they are searching for products and services that are suited to them down to a genetic level. For more, see our macrotrend The Optimised Self.