The Gym
PRODUCT DESIGN
While changing the most critical parts of the online join journey for The Gym I was the Creative Director who managed a small tight knitted and agile team. We worked collaboratively with the client to ensure a solution that was fit for today’s user expectation and the Gym’s offering.
My role
Creative Director
The Gym had a been a client to Rufus Leonard for years and I had been supporting the account on small, tactical design and experience changes.
In December 2019 we had the opportunity to look at the most crucial part of the online experience: membership sign up, Add On of Fiit - on-demand digital classes at home and in the gym and class schedule.
A/B TESTING AND FLEXIBILITY
The Gym’s offering flexes from gym to gym and therefore it was a requirement to ensure we created a robust solution which could support local differences. The enhancements span from landing pages to the sign up journeys to members accounts.
As a challenger, The Gym’s marketing team’s requirement list was long as they needed to be able to respond to the ever changing market. Therefore we had to create component flexibility for every current and future scenario.
INTERACTIVE ON-DEMAND DIGITAL CLASSES WITH FIIT
The Gym partnered with Fiit - the UK's #1 rated fitness app. The opportunity to purchase the Fiit on-demand experience as a discounted add-on allowed The Gym to further offer more than its competitors. It provided virtual classes through Fiit Studios and pods, as well as extending their service into the home.
And luckily in light of COVID-19 and the temporary closure of physical sites the launch was fast-tracked by one month.
A CONTEMPORARY CLASS SCHEDULE
With the addition of Fiit classes the class schedule wasn’t fit for purpose. The previous solution had a dated look and feel. We reworked the online booking appearance and experience of the schedule. An overall lighter and contemporary visual design allowed us to incorporate additional supportive content as well as partner logos.
