We need to find an object to associate with Pilates—something short and instantly recognizable. We believe 'mat' is a perfect fit, as it feels almost like a proper noun rather than just a word. It's easy for people to remember, and building a brand around this name gives us more creative flexibility. Referring back to our brand metaphor, a carpet helps visualize the concept: when you lay a carpet on the floor, it takes shape, much like our brand symbol."