Club Piscine celebrates 35 summers with a new identity.

The best of summer

A return to its roots with a new visual identity to reaffirm its leadership status

Bois-des-Filion, March 5, 2025 – On the eve of its 35th anniversary, Club Piscine Super Fitness is reverting to its original name, Club Piscine, thus turning a page in its rich history to better connect with a new generation. After two years of work and reflection, the company is unveiling its new positioning with a tagline that modernizes its image and redefines the customer experience. A true leader* in Quebec, the company is reaffirming its role as an expert in the art of outdoor living.

A breath of fresh air for the brand

“This isn’t simply a rebranding; it’s a refreshed identity, an evolution that reflects listening to and adapting to the needs of our customers and franchisees,” explains Véronique Dion, Marketing Director at Club Piscine. This update marks the beginning of a strategic transformation for the company, from its positioning to the modernization of its stores, all while respecting the core of the brand.

"The best of summer": an evocative tagline

Within 18 months, the majority of its 40 franchised stores will have adopted this new identity, offering a redesigned atmosphere and inspirational spaces that will help consumers better plan their summer projects. Club Piscine is also launching a major campaign under the tagline "The Best of Summer." A true tribute to happy moments spent outdoors, this campaign captures the joy, memories, and freedom that the warmer months offer. The company subtly revisits its iconic jingle, "That's Real Life," in a reimagined version. A touch of nostalgia, a hint of authenticity, to prove that some classics can be reinvented. With this evolution, Club Piscine isn't transforming; it's asserting itself. And above all, it reminds us of one essential thing: summer is too short not to enjoy it to the fullest.

*Source: Léger survey, LEO Panel, conducted from December 6 to 16, 2024. According to a survey of 870 respondents, 56% believe that Club Piscine is the leader in the pool, spa and garden furniture/gazebo industry in Quebec.