The Fitness Circle was founded in 1996 and has grown into one of the UK’s trusted names in fitness education. They help people who want to become fitness instructors or personal trainers get officially recognised qualifications. These include courses endorsed by CIMSPA and regulated by OFQUAL, covering everything from gym instructing, personal training, and nutrition to specialist areas like children’s fitness or exercise to music.

The main goal of this project was to redesign the old Fitness Circle website, keeping the original vibe and vibrant colours untouched. Another goal was to increase the conversion rate.

After careful metrics study, it was decided to give a creative touch to the hero section, make the CTAs more prominent, change the wording where necessary, and introduce the push-to-action tooltips here and there. That aligned well with the brand vibe.

As the analytics revealed, 70% of visitors browsed on mobile devices. That’s why we decided to focus on improving the mobile user experience, which was suffering at the time.