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15 July 2014 Last updated at 23:02
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Would you get a tattoo of a company logo?
By Will Smale Business reporter, BBC News
Continue reading the main story
Entrepreneurship
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The secret to Vente-privee's growth
What's in a name?
Success tips of female Turkish boss
The race to create a fitness app
Do you love a company so much that you would get a tattoo of its logo? And what would that
say about you and the firm in question?
Chuck Runyon, the founder and boss of US gym chain Anytime Fitness, says he is very
proud of the fact that more than 2,000 people around the world now have his firm's logo of a
running man tattooed on their bodies.
The phenomenon started in 2004 when a company manager was the first to get the tattoo for
a dare, but customers soon followed suit.
Today a constant stream of the gym's members continue to get the tattoo, and the business
promises to reimburse everyone who sends in a photograph with an explanation as to why
they got inked.
Continue reading the main story
“Start Quote
It is absolutely positive for any business if people feel such a strong affinity with its brand
that they will indelibly mark their bodies”
Rebecca Battman Brand consultant

Why people get tattoos of their employer's logo
Typically this costs the company about $100 (£58) per person, but Mr Runyon, 45, says the
financial incentive has nothing to do with why people get their body art.
"Hundreds and hundreds of people have told us why they got the tattoo, and it has never been
about the money or the brand," he says.
"Instead the answers are always very, very personal. Many say they got the tattoo to mark the
fact they had achieved something they never thought was possible, such as losing a
considerable amount of weight, or feeling healthy."
Mr Runyon often gives the example of Susan Bock, a customer from Colorado. Anytime
Fitness helped her lose 150 pounds (68kg).
Ms Bock, in her early 50s, says the firm gave her "her life back", and she got the tattoo to
celebrate, according to Mr Runyon.
Brand commitment
But as a company, does encouraging customers to get a tattoo of your logo affect the strength
or value of your brand?
Mr Runyon says his
firm has always worked hard to engage with customers
Independent brand consultant Rebecca Battman says it is a smart move.
Continue reading the main story
“Start Quote
Life is a series of obstacles that have to be overcome, and Tough Mudder has very clear
values to help people do that”
Will Dean Founder, Tough Mudder
"It is absolutely positive for any business if people feel such a strong affinity with its brand
that they will indelibly mark their bodies - that is a pretty high level of commitment," she
says.
"It demonstrates a real emotional commitment to a brand, and shows how much brands have
come into different aspects of our lives - they are no longer just about a product or
experience.
"And people now often feel strongly that they share the same fundamental beliefs or attitudes
of a certain company."
Fellow brand expert Robert Jones, professor of branding at the University of East Anglia,
agrees, saying that there is little risk to a firm's reputation if people start getting its logo
tattooed, "because tattoos have changed from being something subculture to something
mainstream and, within reason, respectable".
Tattoos are now more socially acceptable than they were in the past
Prof Jones adds that companies instead get customers who are prepared to be free promoters
of the brand, and that it helps firms to build a community around themselves.
'Stands for something'
Mr Runyon, who himself has a tattoo of the company logo, says that creating a strong affinity
with its gym goers was a key aim of Anytime Fitness ever since he founded the business in
Minnesota in 2002.
A veteran of the gym industry in the US, he explains that instead of focusing on impossible to
achieve images of body perfection, he wanted to remove this intimidation.
So staff are reminded that most customers do not enjoy exercise, and should instead be more
gently encouraged and supported to reach achievable goals.
Anytime Fitness is now a global brand, with gyms in 19 countries around the world
Continue reading the main story
“Start Quote
As brands undergo identity changes... consumers might be inclined to regret the permanent
association they have created”
Benjamin Voyer Social psychologist
Mr Runyon says that such an approach goes a long way to explain why so many Anytime
Fitness customers get its logo tattooed - the company works hard to make them feel good
about themselves, and that they belong to a caring community.
Such an approach has also of course helped to fuel the business's commercial success, along
with allowing users to access the gym 24 hours a day, even when no staff are present.
As a result, it now has more than 2,400 franchised gyms across 19 countries.
Yet these days the company is far from alone in seeing customers get tattoos of its logo,
particularly in the wider fitness and sports fields.
Another business that is seeing a growing number of people get its logo permanently marked
on them is extreme obstacle course organiser Tough Mudder.
Founded by Will Dean in New York in 2010, its events are tremendously popular around the
world, despite entrants having to swim through icy water, crawl though mud and dodge
electric wires.
Tough Mudder's events are considerably more painful than the process of getting a tattoo
Tough Mudder claims that more than 3,000 people now have its logo tattooed on their bodies,
something which Mr Dean says makes him proud and shows that Tough Mudder "very
clearly stands for something".
"Life is a series of obstacles that have to be overcome, and Tough Mudder has very clear
values to help people do that.
"We stand for things like fun, teamwork, camaraderie and challenge."
Disappearing brands
Benjamin Voyer, an associate professor at ESCP Europe Business School, says there are a
number of reasons why more and more people are getting tattoos of brand names, such as
showing togetherness with other enthusiasts, or boosting their own sense of self worth.
Tough Mudder says
more than 3,000 people now have its tattoo
But what is the chance of someone getting a tattoo of a company name, and then going on to
regret it a number of years down the line?
Prof Voyer warns that while tattoos are pretty permanent, brands can change or disappear
altogether.
"As brands undergo identity changes, such as becoming less exclusive... consumers might be
inclined to regret the permanent association they have created," he says.
He adds that brands can also go on to be involved in scandals, or simply no longer exist
following a takeover.
"People have to ask themselves if they are still going to feel the same about a brand in 20
years' time."
More on This Story
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BBC Business Live
1. UNEMPLOYMENT DATA 11:57:
More reaction to today's unemployment data. "It's good to see unemployment falling,
but with pay growth falling to a record low, serious questions must be asked about the
quality of jobs being created in Britain today," says the TUC general secretary
Frances O'Grady.
2. LONDON STOCK EXCHANGE 11:49:
The trend in companies listing on the stock market has boosted revenues for the
London Stock Exchange Group. Revenues jumped 20% to £300m in the three months
to June. The number of initial public offerings across its markets more than doubled
to 78 from 33 in the same period last year. But will that trend continue? Find out more
here.
3.
11:35: Via Twitter Dharshini David, Sky News
tweets: Looking at detail on @ONS earnings figs - public sector (ex. banks) earnings
up 1.2%, outstripping private sector 0.2% on headline measure
4. WORRIED WELL? 11:29:
There's been a boom in the celebrity-led "free-from" sales, reports The Telegraph. A
new analysis shows half of shoppers now buy produce without gluten, wheat or
lactose, with the market doubling in the past five years.
5. COMPANY TATTOO? 11:21:
Have we hit peak tattoo? Two thousand people have been tattooed with the corporate
logo from the US gym chain Anytime Fitness. What's that about? Read here for more.
6. COMPARISON WEBSITES 11:15:
We've been getting responses to the FCA's concerns about comparison websites.
Gocompare says it "fully supports" measures to promote best practice in the industry
while MoneySupermarket says it is investing £14m "to enhance technology and tools
designed to further improve the service" it provides to customers.
7. MIKE ASHLEY 11:06:
The Institute of Directors (IoD) is pleased that Sports Direct founder, Mike Ashley
has waived his bonus: "Mike Ashley is to be congratulated for recognising the
governance concerns associated with this pay plan." The IoD says the move will help
improve "external perceptions" of the company's management.
8.
APPLE IBM DEAL 10:55: BBC World News
"It's very bad news for Blackberry," says Tim Charlton from Charlton media,
commenting on Apple's partnership with IBM. Apple is hoping to create a "suite" of
apps for business people, Mr Charlton says on World Business Report. Security is the
most important issue for companies he says - something which has been Blackberry's
main selling point.
9. QATAR AIRWAYS ORDER 10:41:
Qatar Airways has finalised a deal to buy 50 of the latest version of Boeing's longhaul jet the 777. It also has an option to buy another 50. If it takes up that option, the
deal would be worth a whopping $37.7bn (£22bn). US based GE will supply the
engines. More from the Farnborough Airshow here.
10. EU RUSSIA 10:26:
European Union nations could be getting a bit tougher on Russia. They plan to
suspend funding by the European Bank for Reconstruction and Development for new
projects in Russia. EU leaders also want to halt co-operation on other projects. There
has been fierce fighting recently in eastern Ukraine. Russia denies supporting the
rebels there.
11. FARNBOROUGH AIRSHOW 10:12:
Can't afford your own private jet? The BBC's Theo Leggett has a look at a lower-cost
form of personal aviation - the paramotor. Watch him here.
12. NISSIN NOODLES 10:01:
Noodle maker Nissin has signed a sponsorship deal with Manchester United. It joins a
host of official sponsors to the football club. It includes Kansai Paint (official paint
partner), Apollo Tyres (official tyre partner) and Zong (official telecoms partner).
Nissin plans to roll out Manchester United branded food products.
13. UNEMPLOYMENT DATA 09:51:
On the latest unemployment figures Rob Wood from Berenberg Bank says: "The
labour market is tightening quickly in response to strong UK growth. Wage growth
remains extremely weak, but that cannot last much longer with unemployment falling
this fast. We look for a BoE rate hike in November."
14. UNEMPLOYMENT DATA Andrew Sentance, former member of Monetary Policy
Committee
tweets: Unemployment falls to 6.5% and employment rate is highest for over 40
years. How much more evidence does MPC need that 0.5% rate is too low?
15.
SCOTLAND ECONOMY Via Twitter James Cook Scotland Correspondent, BBC
News
tweets: "Scotland's economy grew by one per cent during the first quarter of the year,
according to official figures. #indyref"
16.
Via Twitter Duncan Weldon, Economics correspondent, BBC Newsnight
tweets: Headline labour market indicators (employment, unemployment, inactivity)
are all very strong but pay growth is exceptionally weak.
17.
UNEMPLOYMENT DATA Via Twitter Simon Jack Business correspondent, BBC
News
tweets: Biggest one year fall in unemployment (380k) for 20 years. Rate down to
6.5%. avg earnings excluding bonuses 0.7% - very low.
18. WAGE GROWTH 09:36:
There's been a sharp drop in wage growth. For the three months to the end of May
total pay rose 0.3%, down from 0.8% growth in the previous report. Nick Palmer from
the Office for National Statistics says the gap between inflation and pay "has widened
again". He says the big fall is because of lower bonuses.
19. UNEMPLOYMENT DATA 09:32: Breaking News
Unemployment fell by 121,000 to 2.12 million between March and May, according to
the ONS, while the unemployment rate fell to 6.5% in the three months to May.
20. LIBOR FINES 09:24:
Lloyds Banking Group is believed to be nearing a settlement with regulators in the US
and UK over alleged Libor rigging, reports the Telegraph. A deal with regulators is
expected within weeks - just over two years after the scandal about rigging the key
interest rate erupted.
21. YAHOO ALIBABA 09:14:
Yahoo and Alibaba have reached a deal under which Yahoo will keep a bigger stake
in the Chinese company when it goes public, reports the Financial Times. The news
came as Yahoo reported second quarter results which the boss Marissa Mayer said she
was "not satisfied" with.
22.
EDINBURGH TECHNOLOGY 09:06: Radio 5 live
There are three big centres for technology start-ups in the centre of Edinburgh says
Chris Pidcock, chief technical officer of Ceroproc. Fifteen years ago he said there was
very little support for new firms. His company makes artificial voices and proves it by
running a very convincing endorsement of Radio 5 live by President Barack Obama.
23.
SAUSAGE COLLUSION 08:58: BBC Radio 4
More on sausage-gate. Apparently the sausage makers met in a plush hotel in
Hamburg and then kept in touch by phone to collude on prices, says the BBC's Steve
Evans on the Today programme. There have been fines for collusion by other German
manufacturers recently, including in the beer and sugar industries. Steve says people
are asking if business is just too cosy in Germany.
24. UNEMPLOYMENT 08:44:
A reminder that the latest UK unemployment data comes out at 09:30. Last month
unemployment fell to 6.6% for the three months to April. Economists think we could
see another fall to 6.5%. There will be much interest in what wages are doing.
25. MARKET UPDATE 08:31:
Aerospace engineer Meggitt leads the FTSE 100 higher with a 5% gain, on rumours
of a possible takeover bid.
o
o
o
Overall the FTSE 100 is up 0.5% in early trading
Rio Tinto is up 1.5% on output data
Frankfurt's Dax is up 0.4%. In Paris Cac 40 is up 0.6%
26. ROYAL MAIL 08:23:
Shares in Royal Mail are down 1.6% on news of a competition inquiry from French
authorities which could result in a "material" fine.
27. HEADLINES
o Sharp slowdown in UK wage growth
o Sports Direct founder gives up bonus
o Royal Mail faces French competition probe
28.
GRIMSBY FILM 08:09: BBC Radio 4
Sacha Boren Cohen is making a new film centred on Grimsby. However it's being
filmed in Tilbury, Essex. Reports say the film's producers have decided Tilbury will
look more like Grimsby with litter strewn on the streets and people occasionally
urinating out of windows. On the Today programme Matthew Brown, councillor for
North East Lincolnshire is deeply miffed at the image it gives of Grimsby.
29.
SPORTS DIRECT Via Twitter Fiona Walsh, business editor, Guardian.com
tweets: "Ashley's withdrawal from bonus scheme leaves Sports Direct's spineless
institutional shareholders looking very foolish indeed"
30. MINERS 08:00:
We have updates from two mining giants. Rio Tinto reported a sharp rise in second
quarter iron ore output - most of which is destined for the Chinese market. Meanwhile
Mexico-based Fresnillo said that silver output rose 5% in the second quarter and gold
production jumped by almost a third.
31. STANSTED CHALLENGE 07:50:
The Business section of today's Times says that Stansted airport wants a bigger share
of the long-haul market. The report says Stansted wants to attract Middle Eastern
airlines, like Emirates and Etihad. The airport has recently been taken over by
Manchester Airports Group.
32. ICAP HURTING 07:40:
Tough times continue for the broker ICAP, a trading update reveals. Its revenue from
global broking fell by 19% between April and mid-July. "In global broking,
conditions are still very difficult, and we continue to mitigate these challenges by
increasing the flexibility of our operating model," said the chief executive in a
statement.
33.
CORPORATION TAX Via Twitter Joe Lynam BBC Business Reporter
tweets: After a @BBCr4today investigation @lidl finally admits how much Corp Tax
is paid in Britain. The number may surprise you. More at 0830.
34. PRICE COMPARISON WEBSITES 07:33:
More on the FCA's concerns surrounding price comparison websites. The regulator
says that consumers had "a number of misconceptions" about the services that they
provided. Customers who thought that the websites were assessing their individual
needs and finding a suitable policy were "mistaken" said the FCA.
35. ROYAL MAIL 07:22:
An intriguing statement from Royal Mail. Its French unit, GLS France has been
accused by French competition authorities of breaking competition laws. Royal Mail
says the matter is at an "early stage". It says that potential losses "could be material".
Netherlands-based TNT Express has received a similar notification from French
regulators.
36. PRICE COMPARISON WEBSITES 07:20:
The Financial Conduct Authority (FCA) has just announced that "some price
comparison websites operating in the general insurance sector are failing to meet
consumers' expectations of them and, in some cases, the FCA's regulatory standards".
37. SPORTS DIRECT 07:11:
Sports Direct founder Mike Ashley has withdrawn from the 2015 bonus scheme. It
took four attempts to get a bonus scheme approved, after shareholders rebelled over
previous awards. A company statement refers to "unhelpful speculation surrounding
his potential allocation".
38.
US ECONOMY 07:05: BBC Radio 4
US Federal Reserve chair Janet Yellen's made some comments yesterday and the
Today programme is picking over them. Paul Kavanagh from Killik agrees that if the
labour market continues to improve interest rates might rise in the US. But he says
most central bankers are still not confident about raising rates.
39. INTEL RESULTS 06:56:
"PCs have stabilised," said Intel chief financial officer Stacy Smith after the computer
chip maker forecast strong third quarter sales. He expects a rebound in demand in
China, which has already happened in the United States. Intel said profit rose 45% in
the second quarter to $2.8bn.
40. THOR BLIMEY 06:45:
Is the hammer-wielding Norse god Thor too male, pale and stale? In a move not
unlike the Prime Minister's cabinet reshuffle, Marvel Comics is recasting the
superhero as a woman (see above). The comic will launch in October, says the
Guardian. Perhaps Thor could be rebranded Thora?
41.
CHINA GROWTH Via Blog Linda Yueh Chief business correspondent
Is GDP still a useful measure of the economy asks the BBC's Linda Yueh as China
publishes its GDP numbers. Its usefulness has recently come under scrutiny but what's
the alternative?
42.
FREELANCE WORK 06:30: Radio 5 live
Getting a mortgage is one of the challenges of being a freelance worker says Tom
Hadley, director of policy at the Recruitment and Employment Confederation on
Wake Up to Money. But most people who freelance are choosing to do so, he says,
with only 18% of them doing it while they look for permanent work.
43.
SCOTTISH ECONOMY 06:21: Radio 5 live
Wake Up to Money is learning about the Scottish economy with a trip to Edinburgh.
David Bell from the University of Stirling says that Scotland currently has record high
employment and is growing "reasonably robustly". Merryn Somerset Webb from
MoneyWeek says a vote for independence would probably see a significant chunk of
the banking business move south. Fund management would probably stay in
Edinburgh though.
44. CHINA ECONOMY 06:15:
China's economy grew slightly faster than expected in the second quarter. GDP grew
7.5% in the April to June quarter. "The recovery is quite dependent on government
support. So I think the government can choose either to tolerate lower growth, or to
achieve the growth target they just have to do more stimulus," said Chang Jian, an
analyst at Barclays Capital.
45. SILLY SAUSAGE 06:07:
The newspapers can't resist sausage based puns today. That's after German sausage
makers were found guilty of colluding over prices. "Wurst case scenario," says the
Financial Times. "Bangers to rights" chortles the Guardian. We couldn't resist it
either. "A meaty fine" says the BBC report.
46.
APPLE IBM DEAL 06:01: Radio 5 live
Apple's deal with IBM is an effort by Apple to move deeper into the corporate market
says Paul Kavanagh, partner at Killik and Co on Wake Up to Money. So for example,
people will be able to use Ipads more easily and securely at work, he says. That was
reflected in BlackBerry's shares which fell 4% on news of the deal between Apple and
IBM.
47. 05:59: Emily Young, Business Reporter
Good morning - those of you hoping for a glimpse of the F35 fighter jet - you'll have
to wait a little bit longer. The Pentagon has confirmed that the plane won't be
attending the Farnborough Airshow. More updates from there throughout the
morning.
48.
05:59: Ben Morris Business Reporter
All sorts of interesting business stuff around today. We've already had some solid
growth figures from China. Here in the UK we get the latest unemployment numbers
at 09:30. There's also an intriguing deal between Apple and IBM. You can email us at
bizlive@bbc.co.uk or tweet @bbcbusiness.
Live from 05:00 to 12:00 GMT
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