Concept, not client work
Forge Athletic
Fitness and membership
A membership business where the timetable, the pricing and the sign-up all work without anyone having to ring up.
View the design
Membership businesses convert on logistics, not motivation. People decide to join a gym before they visit the website; what the website has to do is remove the reasons not to.
So the timetable is the homepage, not a buried PDF. Pricing is stated rather than gated, because hiding it filters out more good prospects than bad ones. And membership completes online, since every step that needs a phone call during business hours is a step where someone reconsiders.
This is the one concept with a loud accent colour, which is the point of including it: the range runs from a restrained legal practice to a high-energy fitness brand, and the underlying discipline is identical.
The decisions
01
The timetable is the homepage
For a gym, the class schedule is the product. It belongs on the front page in a readable grid, not in a Facebook post from last Tuesday.
02
Pricing stated plainly
Hiding membership pricing behind an enquiry form filters out more good prospects than bad ones. People assume the worst and leave.
03
Sign up without a phone call
Membership should complete online. Every step that requires a human is a step where someone changes their mind.