Atalanta

Atalanta

  • Strategy
  • Brand
  • Naming
  • Digital
  • Social

From RadChix
to heroines
of  Hyrox

RadChix had a mission: to become the name in female-focused fitness. From elite Hyrox training to smart nutrition and fierce podcast conversations, this wasn’t just about workouts, it was about building a community where powerful women lead the way. But the brand needed more than a glow-up. It needed a whole new identity. From this, the brand Atalanta was born – bold, unapologetic, and built to empower.

Breaking
the mould

RadChix didn’t want to fit in, they wanted to stand apart. The female fitness space was noisy, trend-driven, and full of clichés. The challenge? Break the mould, ditch the stereotypes and create a bold, unapologetic brand that felt as strong and dynamic as the women it spoke to.

Enter
Atalanta

As a female-founded agency, we didn’t just understand the space, we were the space. We led with lived experience and a disruptive mindset. We renamed the brand Atalanta, inspired by the fearless Greek goddess, and gave it a new tagline: “Train Like a Girl.” Not a label. A rallying cry. We built a brand defined by real strength, relentless movement, and fierce mental power.

“Folk helped us rebrand our podcast and fitness business, and they absolutely nailed it. We are female focused and wanted our brand to highlight this, by using a strong powerful female at the heart of the story, and Folk delivered beyond our expectations. The team really listened to what we wanted to stand for and explained the thinking behind every element, so we could confidently carry the brand forward with purpose and pride. We are so excited to begin this next chapter as Atalanta – thank you Folk!”

Fay Cunningham & Emma Petrie

Founders at Atalanta

A brand with
momentum

The result was more than a rebrand. It was a revolution. Atalanta now stands for progress, pride, and powerful community. From brand positioning to voice, visuals, and tone, everything was aligned to challenge the norm and spark a movement. “Train Like a Girl” became a statement that women were proud to wear and live by.

Atalanta is built for women who train with purpose and power. The brand doesn’t follow trends. It sets them. And this is just the beginning.