Simply Gym has been transforming the fitness arena since they landed on the scene in 2011. With six locations across the UK, this thriving fitness brand combines the best trainers, classes and fitness equipment to get results for their members — no matter what their fitness level or experience.
After working with digital agencies that specialised in the leisure industry — and struggling to get results – Simply Gym first approached WebBox in 2015 to help drive membership sales through innovative digital marketing.
We’ve been optimising their website and PPC (pay-per-click) advertising ever since, but in 2019, Simply Gym approached us to take on two major brand-boosting tasks: a complete brand refresh and the design and development of a new website.
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) to optimise conversions.
I found the whole process simple and painless, which was not the case with previous companies. The brief we gave was clearly reflected in the end product. We are delighted with the result and everyone in the organisation is enthusiastic about the improvement delivered! I have found WebBox professional, reliable and a pleasure to work with. They also delivered the site over a week ahead of target!Richard Proctor Chief Executive, Bay Leisure Ltd
To execute these tasks effectively, we needed to get under the skin of the Simply Gym brand — and we knew that collaboration was key. Focus groups with board members and gym managers allowed us to keep the visual brand evolution on point.
Working with the Simply Gym team’s objectives in mind, we’ve now created a new dynamic heading typeface to align with Simply Gym's new brand values. The adoption of a new contemporary font family also helps the brand messaging stand apart from similar brands.
A grittier style of imagery embodies the brand’s more serious, results-driven mission, while a simplified colour palette brings 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.
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.
These updates have been rolled out across all brand touchpoints — from signage and print to digital marketing materials and the website.
And when it came to the website, we led with a mobile-first design that made the site compatible across multiple devices and formats.
The UI (user interface) design now optimises the new brand image and places a heavy focus on UX (user experience).
The Simply Gym Difference page employs 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 more about classes across all six gym locations and seamlessly connect with — and book through — the dedicated app.
Additionally, the new Book a Tour function uses an innovative UX process that integrates with the brand’s gym-specific CRM – Membr. This slick process allows Simply Gym to collate — and manage — customer information that can be used to personalise remarketing activity and enhance conversions.
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.
The Wordpress CMS also allows dedicated members of the Simply Gym team to access and update relevant pages, images, videos and offers both easily and intuitively. A flexible homepage hero area also accommodates a static image, image slider and video footage to suit the brand’s preferences.View website
- Website users up 57% year on year
- Bounce rate down 29%
- Average session duration up 31%
- Search impression share up 25%
- 209% increase in PPC conversions.