Ybell was invented and designed by renowned Bondi personal trainer Aaron Lawrence (Az) and award-winning industrial designer Michael Hoppe.

Az had a vision for a more seamless training flow for his clients – and truth be told – he was tired of carrying multiple weights to and from his sessions. He knew there was a better way and teamed up with Hop to make it happen.

Y-Bell is an all-in-one dumbbell, kettlebell, medicine ball and push-up stand. Fierce Ideas were initially engaged to deliver a brand strategy and marketing plan with muscle to support the successful launch of the distribution through Rebel stores in Australia. We have continued partnering with the Ybell team to support their international launch and roll out in the USA in 2020.

“Fi is Fierce. She partnered with us to create a Brand Strategy and Marketing Plan for our start up that is now the blueprint for our expansion into a global market. We particularly loved the workshops run by Fierce Ideas – they were smart and really powerful, giving the YBell team clarity on who we are as a brand and how we need to speak to our customers.”

Michael HoppeDesign Director and Founder, YBell Fitness