Adam Savage of Gorilla Man Fitness sees business rebranding for free as Kyak design studio feels inspired by his story

A fitness trainer has said he is "blown away" after receiving a complete rebrand for free after being moved by his recovery story and community work.

Adam Savage,who runs Gorilla Man Fitness, a not-for-profit Community Interest Company promoting physical and mental wellbeing, was recently gifted a full visual rebrand by Newark-based Kyak Studio, who said they felt compelled to help after hearing his story.

Adam first connected with the design agency through Newark Beacon, where he had recently taken a virtual office.

When the centre’s manager, Becky Forrow, asked him for a copy of his logo, he mentioned that he was looking for someone to help him design one.

Becky put him in touch with Kyak, and after a short meeting, things took an unexpected turn.

Adam said: “I had a meeting with them and then a week later I had an email saying they were going to support me and rebrand me for free because of the work I do in the community.”

Kyak Studio, which works with clients ranging from independents to national brands, took on the project pro bono, inspired by Adam’s dedication to helping others.

According to Kyak Studio, the decision to take on the project pro bono was simple. They added: “Some would say, you can’t put a price on doing the right thing.

“This is something we put into practice recently at KYAK, after we took on a pro bono project for a Newark-based fitness instructor specialising in rehabilitation training.”

In their write-up about the project, the Kyak team explained that once they learned about Adam’s life story and his focus on supporting people with brain injuries and physical disabilities, they were inspired to help him refresh his brand as he took the next step by becoming a Community Interest Company.

They created a gorilla symbol within the shape of a kettlebell, embedding it within the word Gorilla to form a strong yet approachable logo.

The final design used a monochrome colour palette with a touch of acid yellow to help the brand stand out.

Photographer Nicola Auckland also volunteered her time for a professional photoshoot to showcase the new branding, which included branded clothing and a promotional banner for Adam’s community events.

Adam said he was ‘blown away’ by the support and that the new design had given Gorilla Man Fitness a fresh and professional look, and that he was grateful to everyone who helped bring the project to life.

When Adam was just 11 years old, he was hit by a car travelling at 90mph while cycling, leaving him in a coma for six weeks.

Doctors told his parents to expect the worst and warned he might never walk again, but after a year in a wheelchair, he defied all odds.

He learned to walk again and eventually trained as a personal trainer to help others achieve their goals.

Last month, he was named winner of the Courage and Bravery Award at the Newark and Sherwood Community and Sports Awards 2025, organised by Newark and Sherwood District Council at The Renaissance at Kelham Hall.

Through Gorilla Man Fitness, Adam runs inclusive fitness sessions for older people, stroke survivors, and those living with dementia, aiming to improve both physical and mental wellbeing.

His community work is also supported by people within the community, such as the Masonic Lodge, who recently donated £3,000 to support his classes and outreach programmes.