In 2015, they wanted to implement a digital strategy, grow their presence, and increase memberships. A partnership between Simply Gym and WebBox was born and continues today. Back in 2019, with a complete brand refresh on the cards and the design and development of a new website, it was time for us to flex.
The former called for us to drive the brand forward in a way that reflected — and aligned — the core values of both Simply Gym and its target audiences; while the latter required us to design and develop a new mobile-first website that would enhance the UX (user experience) and provide a clear membership journey.
Revolutionising the brand
To do the best job possible, we wanted to really get to know Simply Gym, what motivated them and made them tick. Collaboration wasn’t just an option. It was essential to getting this type of project right.
A content exploration workshop helped us define the tone of voice and brought Simply Gym’s brand messaging in line with the brand’s new image, mission, vision, and values — and helped shape the content across all platforms.
We set up focus groups with board members and gym managers, and this allowed us to keep the visual brand evolution on point. Alongside this, we created a dynamic heading typeface to align with their new brand values. The adoption of a contemporary font family also helped the brand messaging stand apart from similar brands.
We wanted to convey that this was a brand that knows its target audience and has a clear advantage over competitors. This meant a grittier style of imagery alluding to their results-driven mission. To add to this, we created a simplified colour palette that brought a bold mix of black and white to the forefront — with the brand’s signature lime green used as an accent colour to highlight key areas of focus and call to actions.
These updates have been rolled out across all brand touchpoints — from signage and print to digital marketing materials and the website.
A website that does the work
When it came to the website, we led with a mobile-first design that made the site compatible across multiple devices and browsers.
The UI (user interface) design played out the new brand image and placed a heavy focus on UX (user experience). It is because of this that the Simply Gym Difference page incorporates a visually interesting parallax UI which brings the brand’s USPs to the forefront.
With a more interactive design, the new class timetables allow members to search and discover classes across all six gym locations and seamlessly connect with — and book through — the dedicated app.
Additionally, the Book a Tour feature seamlessly passes users through to the brand’s gym-specific CRM – called Membr. This allows Simply Gym to collate and manage member information that can be used to personalise retargeting activity and enhance conversions.
We also included a categorised blog filled with useful tips and advice that allows users to search and filter information based on their preferences, while an embedded Instagram feed encourages social engagement.
An easy-to-use and open source CMS was one of the key requirements from the outset. Through consultation, WordPress was selected as the most suitable CMS and also allows members of the Simply Gym team to access and update relevant pages, images, videos easily.
We continue to support and maintain the website regularly, along with managing all of Simply Gym’s paid ads across Google, Facebook, and Instagram.
We were pleased to see results that packed a punch, including:
- Website users up 57 per cent year on year.
- Bounce rate down 29 per cent.
- Average session duration up 31 per cent.
- Search impression share up 25 per cent.
- Two-hundred-and-nine per cent increase in PPC conversions.