“X4 FIT” updated its identity with “Matey” ahead of the network’s next stage of growth. The fitness brand was founded by Chris Wade in 2020. The network was previously called “X⁴ Fitness” and used mathematical notation with an exponent. The idea suited a brand with 4 types of training, but the mark increasingly resembled a tech service or digital product.
In the new system, the name was shortened to “X4 FIT.” The logo received a different balance between symbol and text.
The main symbol combines the letter “X” and the number “4” into a single form. “Matey” uses negative space so both elements work together, while the eye catches the “X” first. For a fitness brand, “X” reads as a sign of effort, intersection, load, and structure. At the same time, “4” remains inside the form as a reference to the training system. The main detail of the mark sits at the junction of “X” and “4.” The right side of “X” approaches the crossbar of “4” and creates internal tension. The wide base adds weight, so the symbol does not look fragile. The logo remains abstract, but after you become familiar with it, it reads quickly.
The full version with the “X4 FIT” wordmark works differently. The symbol handles quick recognition, while the wordmark provides the name for signage, apparel, and communication. The letters became more athletic and forceful.
For “X4 FIT,” the new logo matters as more than a cosmetic change. The brand is built on a system of 4 training areas: VO₂ max, strength work, interval training, and functional exercises. The new mark unifies the idea into a single form in which “X” and “4” coexist. Instead of a complex visual puzzle, the brand received a symbol that better reflects the competitive culture and training model underpinning the network.
