Founded in 1991 in San Francisco, Club One operates 85 fitness centers across 15 states and is a leader in developing award-winning fitness and wellness solutions.
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SolutionSet partnered with Club One to redesign their commercial club website to promote greater brand awareness, convert potential customers into members with contextual marketing techniques, and retain current members by sharing helpful information. Delivering a more personalized online experience and improving consumer utility for members and likely customers were the ultimate goals.
Club One wanted an architecture that would support their current and future sites. The technical challenge was to incorporate site metrics, deliver targeted content by leveraging individual user patterns, and ensure simple content creation and maintenance with an enterprise CMS.
To improve Club One’s overall online presence, SolutionSet integrated a range of services including user experience, visual design, technical and hosting architecture, and software implementation. SolutionSet created a clean visual interface and a contemporary design that better incorporates Club One’s current branding guidelines. Throughout the site, fitness-related photography taken both inside of the clubs and at prominent local landmarks reflect Club One’s affinity for the Bay Area’s outdoor lifestyle.
Users can now personalize their experience by selecting a home club and then gain easy access to location-specific details and information. In-page navigation was conveniently architected into each club-specific page—users can view a detailed virtual tour of the club and learn about its location and hours, amenities, staff, classes, news and announcements, and reviews all in one place. The improved navigation also simplifies the process for members to learn about additional services, including diverse personal training options, lifestyle coaching, and nutritional programs. Current members benefit from an improved group fitness schedule, which they can view, filter through, and print.
SolutionSet also developed a back-end process to refresh information within the Facebook Facepile feature and the Follow Club One dropdown tray that features global and club-specific media feeds from Facebook, Pinterest, Twitter, and YouTube. The website runs on the ASP.NET platform, integrated with the Sitecore CMS, to create an online experience that tailors to users’ preferences and allows Club One to manage the website in-house.
The world-class site, designed with scalability in mind, launched in June 2012 and represents Club One’s brand and makes fitness and wellbeing more accessible and personable to members and visitors. The site helps to simplify the path to membership and also serves as an effective and engaging portal for existing members, with tools that will improve customer loyalty and retention.
Just a month after launch, Club One experienced a 74.7% increase in web leads and a 14.29% percent increase in memberships resulting from those leads—quite impressive considering July is traditionally the slowest month for the industry. Club One and SolutionSet won a 2012 Interactive Media Award for outstanding achievement in website development in the health/nutrition category, earning a remarkable 99 out of 100 points in the area of feature functionality.