In today's digital age, a strong online presence is essential for any business. Roswell Fitness Factory, a local gym dedicated to promoting an active and healthy lifestyle, needed to revitalize its connection with the community. Through this project, I redesigned their digital experience to enhance member engagement and attract new members.

As the fitness industry continues to grow, local gyms must adapt to meet the expectations of their digital savvy community. Roswell Fitness Factory found itself at a crossroad. After seeing continued success for years, the gym’s owner knew it was missing something; a digital presence. He recognized the need for a modern version of his existing website, one that could reignite its appeal to potential clients and trainers. How might we create a more engaging website to boost the appeal of the company to grow the Roswell Fitness Factory community?

Outdated Design

Content readability issues

Information spread across two websites

Unclear CTAs

How can we optimize the fitness website to provide a more engaging and user-friendly experience for new clients?

Improve User Engagement: Enhance the website’s design & content to encourage users to discover what the gym has to offer

Increase Client sign-ups: Display clear calls-to-action so clients can sign up for classes, memberships & personal training sessions

Promote Personal Training Team: Showcase gym’s current personal trainers, their expertise, & specialties with the aim to build their client base and encourage other trainers to join

Update Pricing Cards: Improve visual appeal, usability while maintaining current information thats included in each pricing package

Create an engaging website that has clear and compelling Call-To-Actions (CTAs), seamless user flows, and transparent information about the gym’s services highlighting how they align with the fitness goals of their clients

I conducted in person interviews with the gym owner, trainers, and many clients who go to workout frequently. This led me to draw conclusions on what each group needed.

Growth: The gym owner expressed the need to grow his community with the addition of new clients and personal trainers

Confusion: Existing clients expressed confusion because vital information was spread across two different websites, a personal training site and the gym’s official site

Visibility: Trainers desired a way to show their profiles on the site which could lead to clients better aligning their needs with a trainer

Outdated Design: The gym owner expressed that the website for the gym hadn’t been touched in years

The findings from the user interviews and surveys led me to create personas based on the gym owner & client perspective

This project reinforced the crucial role that research and user feedback play in guiding the design process. By continuously referring back to our target audience throughout the project, we were able to create a design that genuinely resonated with users. This experience highlighted the value of maintaining a user-centered approach to achieve meaningful and effective design solutions.