Introducing BLK BOX – EFP Gyms are rebranding

In case you missed the announcement yesterday via social media, this is just a quick post to officially announce that we will soon be rebranding away from EFP.

So, without further ado. Let me introduce you to BLK BOX – Intelligent Fitness Systems.


Finding a name has been one of the toughest challenges in business to date taking a lot of time, effort & money. Currently we are rapidly expanding into new markets across the world & the main issue was name recognition & also not being a very ‘aspirational brand’. As an innovative company constantly evolving we felt that we were not communicating our message clearly and even underselling our products & services. The fitness industry is crowded with companies taking advantage of uneducated customers selling them products they don’t need-We’ve successfully disrupted this trend and will continue to push the boundaries.

Why the ‘Intelligent Fitness Systems‘? All of our designs & products are all part of an impressive ecosystem. In our humble opinion they are intelligent due to a number of reasons:

1) Modularity: You can change or expand the configuration / layout of our rigs and racks as well as being able to add pretty much any attachment you can imagine to save you space & money and add functionality giving you unlimited options.`

2) Getting Everything Out of All You’ve Got: We are masters at maximising the space and budget you have available. Our team are highly educated to advise you what products will give you the best return on investment. You want to bootstrap things to get going? We’ve been there. You’ve an unlimited budget to build a world class facility? We’ve been there too. Most of the fitouts we do we actually save clients money by showing them they don’t actually need as much equipment as they think they do.

Is BLK BOX a perfect brand name? No. It will evolve though & we have some extremely exciting plans in motion already. There is no such as thing as the perfect brand name and any name can be made to work. It is all about what you do and not your name – The names Google / Stripe / Twitter etc confirm this. It is going to take a few months to roll everything out with the Performance Hub at HQ being currently redesigned but we will be having a bit of a celebration on the evening of Saturday the 6th of June after the Timmy Graham weightlifting workshop as a Thank you for your support. All good customers are welcome with some invites going out soon… If you are interested in attending on the evening of Saturday 6th June just reply to this email.

I’d love to hear from you and I personally reply to emails. Looking forward to a New Era for BLK BOX and Thank You for your support throughout this adventure so far…

PS it is pronounced BLACK BOX for anyone who isn’t sure how to pronounce the new name 🙂