9ROUND

Sector: Gym

Location: Baghdad, Iraq

Objective: Increase Membership + Build Brand Identity

Project Scope: Brand Positioning, Signature Content, Social Media Strategy, Demand Generation

Quick Facts

9Round Baghdad approached Masar with a major challenge:
They had a powerful training system, but the market didn’t understand it.
The gym’s concept was different from anything available in Baghdad — no class schedules, no traditional routines, no typical gym atmosphere.

People needed convincing, not explaining.

People needed convincing, not explaining.
Our role was to turn confusion into curiosity and curiosity into demand.

Services:

Brand Strategy · Creative Direction · Video Production · Demand-Driven Content

Platforms:

Instagram, Facebook

Masar Role:

Brand Direction · Content Architecture · Video Production · Creative Strategy

The Challenge

When we began, 9Round faced several obstacles:

  • The training system was unfamiliar to the local market

  • People struggled to understand the concept before trying it

  • Traditional gym comparisons worked against the brand

  • Memberships required heavy explanation and persuasion

  • No strong brand identity separating it from other gyms

The challenge was not performance — it was perception.

Our Strategy

Instead of explaining the gym, we decided to sell the feeling first.

Our strategy was built on:

  1. Creating Curiosity Before Education

    Make people ask questions before giving answers.

  2. Building a Brand, Not Just Promotions

    Position 9Round as a mindset and experience, not a facility.

  3. Emotion Over Explanation

    Let visuals communicate intensity, discipline, and transformation.

  4. Signature Content Series

    Create recognizable videos people associate instantly with 9Round.

Results

  • Increased curiosity and inbound questions about memberships

  • Strong engagement across social platforms

  • Clear differentiation from traditional gyms

  • Strong brand recall through signature visuals

  • Higher foot traffic driven by interest, not discounts

People came to 9Round wanting to experience it, not just join it.