Fitness Brand Rebrand and Website Redesign, Wix Studio

Overview Shed Fitness is an athletic development gym in Pickering, Ontario, training youth and competitive athletes across Durham Region. Real strength coaching, no gimmicks. Their old site did not reflect that: it looked generic, and parents and athletes could not quickly see who the coaches were, what programs existed, or why Shed was different from a regular gym.

The challenge Make the site feel as serious as the coaching without losing the grit that makes Shed different, and turn visits into booked assessments instead of bounces.

What I did Rebuilt the brand identity: athletic, editorial and gritty, with strong imagery of young athletes in training and a palette built around charcoal, white and red. Restructured the site around high-intent pages instead of a single landing page. Shaped the page structure and messaging to sell programs with credibility first, hype last.

Deliverables Full brand identity refresh Program pages for each discipline Coach profiles showing credentials and experience Pricing and registration flow Testimonials section for athletes and parents Live site: https://shed-grit-performance.base44.app/

Outcome A site that reads less like a gym landing page and more like a performance program's credentials, designed to convert a visit into a booked assessment.