Chad Morrison - ex AFL footballer (West Coast Eagles & Collingwood) - has been in the professional fitness industry since 1995. After retiring from football due to injuries, prior to founding Chad Morrison Fitness, Chad coached in the West Australian Football League (WAFL) for 3 years. The key message of Chad Morrison Fitness is ‘Healthy Core, Quality Living’. Good health starts at the ‘core’, this means having a balanced diet and participating in regular exercise. With that in mind, Thinking Hats developed a brand mark that is an abstract green apple with a heart as it’s core. The overall result is friendly but does not portray the brand being too feminine.