Sports Therapy & Massage Clinic

Casey Jindra | Colorado Springs, CO

sports therapy logo



  • Business Strategy & Coaching
  • Brand Development & Design
  • Brand Messaging

Having worked with clients ranging from car accident victims to Olympians, Casey set out to form a business concept which would focus on biomechanics, massage, and accelerated recovery techniques.

Her strategy needed to reflect her passion for partnering with clients in their physical recovery from accidents or injuries, as well as helping them radically improve their performance through customized training and conditioning.

As both a competitive obstacle course racer with a degree in Exercise Science, and an LMT with multiple certifications in massage and functional therapy, Casey decided to open her own location in the north central part of town. This would provide her existing clients easy and convenient access to her, as well as open up opportunities for new clients and even foot traffic, with accessibility to a CrossFit gym, bike shop, and coffee shop.

The goal of her identity as a brand was to portray a partnership with clients desiring more than temporary relief, but transformation and healing through proper form and mechanics of movement.


Business Strategy & Coaching

Casey’s plan for opening covered costs, but would result in lower profitability for the first several months. Evaluation of the market, competitors, customer base, opportunities for reach and projected growth allowed us to see she had not taken into account her perceived value. In short, she’d priced services according to someone brand new in the market entirely – not an expert with a client base.

Coaching her through client perception and value helped her see she would need to meet the expectation of her clients, rather than “discount them.”

Her new pricing strategy worked, and resulted in strong growth that required her to bring on an additional employee much sooner than she anticipated.

Brand Development & Design, Messaging

We helped Casey leverage what she already had in place – a solid personal brand – with a concept, messaging, and strategy that would leverage her unique value. As a competitor sponsored to travel and run courses and races, her brand would stand out as more than simply an influencer brand.


Form. Reform. Transform. encompasses three word cues, or components:

Form = represents the physical body

Reform = represents healing of the body, and bringing it back to natural function

Transform = represents the process and end result of a body that has been brought to a state of well-being

These three-words unite the pillars of Casey’s brand. Her goal isn’t to just “fix the problem and move on.” Her passion is helping others eliminate chronic pain, establish optimum health and function, and reestablish patterns of movement that bring her clients freedom and well-being to their lives. 


Casey wanted her brand identity to be neutral, since many of her clients are male. A simple monogram seal using Casey’s initials is reminiscent of two hands connected in partnership; a true characteristic of Casey’s personality and genuine care for her clients.