Website redesign for independent gym

The Challenge Project fit gave us a shout because they wanted to better promote their new schedule of fitness classes. This high end gym in central London offers a unique exercise class that matches treadmill HIIT with bodyweight circuits for one brutal body transforming workout. Having established themselves as a next generation fitness brand a little over a year earlier, this […]

The Challenge

Project fit gave us a shout because they wanted to better promote their new schedule of fitness classes. This high end gym in central London offers a unique exercise class that matches treadmill HIIT with bodyweight circuits for one brutal body transforming workout. Having established themselves as a next generation fitness brand a little over a year earlier, this presented the perfect opportunity to look into their other concerns about the suitability of their existing website for their target customers.

The team have a strong ethos that boosts motivation while providing a friendly and supportive atmosphere. This meant that their sky high intensity classes are able to get their clients much better results than a bog standard gym membership is likely to achieve. They felt that their unique class format, which take place in a purpose built studio could be better conveyed online. The necessity of updating a lot of the practical information displayed on the website provided to opportunity to update and refine their message. This meant working towards a brand new website.

Based in the heart of central London, the new website would have strong competition. Not only did the classes have to compete with other formats, from sweaty spin classes to beastly boot camps, they also boast many advantages of a conventional gym membership or independent, unstructured training such as “going for a jog”. Our personal experience with the fitness protocols involved, combining a rigorously tested HIIIT format with functional bodyweight and resistance training meant we know how much of a difference these workouts can make.

The Solution

From day one, we spent a lot of time workout out what made Project Fit tick. Over time, our understanding of their approach enabled us to start putting together an original plan of how to convey what it is that they do. We looked at a range of other fitness brands in the locale, discussing in great depth what it is that Project Fit liked and what they didn’t like. This is a common process when we work with clients, as it helps us hone in on the style that they are really looking for.

An issue our designers picked up on early on, was a discrepancy between the different iterations of the company’s branding. The online logo, colour scheme on the website, interior design and staff uniforms all drew on slightly different shades of orange and red. This meant we didn’t have a clear direction in choosing the colour scheme for the new website. It’s surprisingly common for us to work with businesses in the same situation, if you’ve been busy getting the operation up and running, fast paced decisions can lead to small inconsistencies. This project gave the Project Fit team a fresh perspective on the branding and the opportunity to refine it. The result was that we shifted the colour scheme of the brands online presence and created a subtly updated logo, bringing it all more inline with the modern, flat, material design that we enjoy working with.

As the logo and branding came together and while the Project Fit team orchestrated a photo shoot to create a batch of new images for the website. While stock photos are a good stop gap, original artwork can give a real boost to conversion in the long run. We also created original copy for the website’s hope page. This drew together our understanding of the advantages of the Project Fit programme, with our ability to appeal to their ideal customer.

As is always the case, this website project drew together the components that are key to all marketing: copy, branding and great images. The end results was a brand new website that was simplified while being better at f the Project Fit product.

The Details

  • Extensive competitor research and analysis to determine the direction of the project
  • Brand analysis and design work carried out to update and refine the logo and colour scheme
  • Original copy and layout created to communicate value proposition and key USPs
  • Responsive web design for mobile compatibility
  • Powerful CMS platform built in HTML5 for long term functionality


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