Behind the Scenes

ISIS Fitness Rebrands for the Better in Buffalo

An unintended but damaging result of the horrible, despicable, vile acts by the terrorist group ISIS is the effect on several businesses in the United States with ISIS in their name.

According to a recent article on CNN.com, which cited information from the U.S. Patent and Trademark Office, more than 270 products or business names among active federal trademarks use "ISIS." Those businesses include pharmaceutical companies, wig makers and phone apps. (The mobile payment company Softcard recently rebranded from ISIS Wallet.)

And now, a name change has become necessary in the fitness club industry. As the Buffalo News reported last month and Buffalo TV station WKBW reported Monday, ISIS Fitness in Hamburg, NY, has changed its name to Buffalo Multifit. It's not a moment too soon.

"People thought taking pictures of our place and putting them on Facebook was funny," owner Carrie Lawson told WKBW. "I did not find it funny at all. I feel like it became a safety concern, especially as people were feeling uncomfortable wearing the ISIS fitness gear. I said, 'We've got to change something.'"

As Lawson points out in the TV report, Isis was the Egyptian goddess of health, which is why she came up with the name for her health club. For what it's worth, I remember "Isis" the TV show as a kid. It came on right after "Shazam!" in the 1970s.

The complete rebranding has included new signage, logos and merchandise at Buffalo Multifit. Lawson says the rebranding has been expensive, but she did not say how expensive. From WKBW:

"We're still paying off some bills. It's significant. But nobody budgets for that. So we're just moving along with it. Buffalo Multifit is bigger and better. It's going to be great."

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