where did the name “axe fitness” come from?
We get this question asked a lot and (we think) it’s a cool story, so we wanted to share it.
why "axe fitness"?
why "axe fitness"?
The power of one more
During the pandemic, in 2022, Erin purchased Ed Mylett’s book, “The Power of One More” and as a result, got a free ticket to a online event he was putting on. One of the guest speakers was Andy Frisella, founder of 1st Phorm.
Andy told a story about a man with an axe.
the man with the axe
Two men worked together in a forest cutting down trees. They both went to work at the same time and ended at the same time but one man cut down more trees. The man who cut down more trees took more, and longer, breaks.
One day, the man who was cutting down fewer trees with less breaks got frustrated and asked the other man, “How is it that I am working harder and longer than you but you are cutting down more trees? What are you doing when you leave for your breaks?”
The man responded, “I am going to sharpen my axe.”
the principles of axe & the beginning of a brand
With a sharper axe, the man was able to cut down more trees in less time with less effort.
We knew right away that this was our brand, and that night, we got to work and created a logo (right).
This was the start of Axe Fitness.
We were looking for a strong name that represented us and told a story, and we knew that we had found our mark.
After many long nights with @karilynndesign, we came up with the below logos and the rest is history!
We are excited to launch our brand and our business to the world, and we are excited that you are a part of it!
progressions of our logo
*These logos are owned by Axe Fitness Inc. and Trademarked through the government of Canada. They cannot be shared, distributed, reproduced, published, modified, transmitted without the prior written consent from Axe Fitness Inc.
what “axe fitness” means to us
One of our core values is CONTINUOUS IMPROVEMENT. This means continuing to “sharpen your axe” by sharpening your skills each day. Things like: reading educational books, listening to educational podcasts, working out, eating healthy food, drinking 100-120oz water, etc. Doing the simple things consistently over time that will help you grow, improve, and get 1% better each day.
WORKING SMARTER: With strong, consistent action (e.g. by hitting the same spot on the “tree”) over time, you will see the greatest result.
If you try to cut down a tree by swinging your axe at different spots on the tree, it will take you longer to get the result you are after. You will be exhausted, frustrated, and confused as to how other people got there “faster” and “easier”.