New look, new logo, same great quality GAF gear!

Exciting news, today we're are launching GAF's brand new look!

As we continue to grow, expand our range of products, and ensure exceptional customer experiences, we want our brand to reflect best why we exist, what we believe in, and where we are going. You will be seeing the new branding on our website, socials and, very soon, in our showrooms.

Founded in 2002, Gym and Fitness began as a passion project for two young, Aussie go-getters. These young entrepreneurs did not want to be just another gym equipment retailer - they wanted to be the best in the industry and so set their minds to doing so!

Entrenched in the belief that everybody deserves a fit and healthy lifestyle, Gym and Fitness quickly grew into one of Australia’s largest online Fitness equipment retailers, having now helped over 50,000 Australians live longer, happier and healthier lives.

It was becoming more and more apparent to the Gym and Fitness team that our logo (depicting an exaggerated silhouette of a man and woman) no longer reflected our belief that everybody deserves a fit and healthy lifestyle. We firmly believe that leading a fit and healthy lifestyle is so much more than physical appearance.

At the heart of this rebrand is our focus on our six core values; these values speak of our commitment to our customers, staff, and the business as a whole and we needed our branding to reflect that.

Customer Service

Customers are our biggest priority. We are passionate about delivering exceptional, personalised customer service to all.


Communication is key. We believe having open, direct and supportive communication is the foundation of our success.


Our culture of creative innovation in people, processes and products bring ideas into reality.

Be the change you seek

We believe that we should all take ownership & have the courage to lead change. If you change yourself, you change your world.


Invented by our CEO's, Nimbagility reflects in our ability to remain nimble and agile through lean and efficient actions. Think vast, act fast!


We are committed to common goals. Working together allows us to achieve greater results, together.

Our primary logo consists of a logotype and a monogram icon, known as a combination logo. The icon subtlety shows our company initials (G+A+F) while the logotype is bold and clear with a ‘cutting edge’ element. Our logo is a visual representation of who we are as a company both externally and internally.

In general, the best logos are those that are versatile, adaptable and consistent. A logo needs to be able to work in different contexts and still be instantly recognisable.

Starting today, you'll see the new Gym and Fitness look and feel being rolled out across our platforms and channels. We look forward to providing you with a more aesthetically pleasing GAF experience!

Onwards and Upwards!
The Gym and Fitness team