Olympus Invest is the owner of gym brand Fit For Free and SportCity. With almost 120 gyms in the Netherlands they offer gym memberships to a wide audience. 

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The challenge

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Registration for a membership and managing gym profiles happens online for these brands but the platforms that offer these features needed attention. The challenge was to soften the brand perception, improve the overall UX and increase conversion on gym memberships. 

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The solution

 

We started by learning about the organisations and dove into the current performance of the converting websites and the goals Olympus Invest has with the brands.

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Since Fit For Free and SportCity share their technical stack we needed one source of truth for the design iteration to come. After we gave both brands an identity update for their online presence, we laid the foundation of a Multi 

Brand Design System.

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Actual design started on the most import part of the websites; the subscription funnels. We crunched the numbers, came up with solutions for the main drop-off points and redesigned the funnel. We engaged into discussions with Olympus Invest about business rules that caused hick-ups in the experience. Showing their willingness to improve the overall experience we were able to make big steps. This all led to a decent improvement that translated into a higher conversion.

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After the funnels were done we expanded the Design System to all public webpages, which ended in both brands having complete new websites that work, feel, look and convert better. Everything was done mobile first.

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Visit the Fit For Free website

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In this project I​

• Managed the creative team

• Did hands-on UX work

• Worked on a Multi Brand Design System

• Worked in an agile team with development