Element Fitness (then CrossFit RTR) is a Tuscaloosa-based gym offering CrossFit and X4, a HIIT program developed by Nexus Fitness out of Birmingham. At the time, CrossFit RTR had just made the decision to expand its service offering from solely CrossFit to include X4, and the gym needed to expand its brand to match the new, diverse fitness offering. CrossFit RTR needed a brand that still represented their long standing core values, commitment to community, and existing membership but also resonated with a new audience.