Brand Purpose

People don’t buy what you do, they buy WHY you do it…
At Infinity, we believe it is our purpose to create champions in life through family-friendly, real martial arts.

Company Vision

Infinity will bring the benefits of our brand of martial arts to all corners of the world, by truly caring and working hard for the needs of our members.

Brand Promise

To people with an interest in martial arts, Infinity is the club that best looks after its members because of our instructors’ integrity, care, dedication and our unrelenting adherence to systems, proven to work.

Brand Pillars

Our brand is founded on these three pillars:


Create a community through a shared human experience. A place to belong.


We believe martial arts should be easy to learn, accessible and convenient to everyone.

Being a member of Infinity should be easy and pleasurable.


We believe that martial arts is for everyone. A home where all the family can learn, develop and evolve in an inclusive atmosphere.

Brand Personality

Staying true to who we are is central to Infinity’s success.


Create the experiences, we ourselves would want. Be brave. Remove barriers.

We are real people and we will make mistakes. Correct them. Have a point of view and do what is right.


Never step out of the customer’s shoes.

Generously share your talent, time and knowledge with members, co-workers and partners.


We achieve this by having unshakeable integrity, being kind and caring, family oriented, thoughtful and sincere.

This will be accomplished by energetic, positive and passionate people.

Brand Tone (Attitude)

Our tone is the way we speak, act and write.
It represents our brand personality.


Training and learning should not be a chore, it should be a pleasure.

We don’t take ourselves too seriously. What we do, say and write should make people smile. Always have FUN!


We are passionate about and promote exellence in everything we do. Our passion should always be clear in whatever we are doing, saying or writing.


Mentors lead through inspiring people to be the best versions of themselves.

“Our deepest fear is not that we are inadequate, our deepest fear is that we are powerful beyond measure.”

It is our job to help people realise this.