Fit for Purpose – 05.10.10 Fitness First revolutionise the ‘Join On-line’ experience for new members

Back in 2007, when joining any fitness club on-line was a very new and, often, traumatic experience, Fitness First, were one of the first to break new ground. Their initial foray into acquiring and retaining membership through a simple, web-centred system was innovative, worked well and gave them the impetus to adapt and improve – knowing full well that development of the function would generate more on-line membership, better customer data and a platform for increased and improved recruitment and membership campaigns.

Essentially, the process began 3 years ago when the first system went live and today, as part of an overall Fitness First site re-skin, a completely new 1-page click selection system is going live. And it’s a game changer! It’s been designed to revolutionise the ‘Join on-line’ experience and organically link to member promotions, offers and discounts with a simple click-through function. And the 3 pillars of effective web design apply; it’s so much more user-friendly, it uses the latest technology appropriately to enhance, not hinder, the user experience, and it is already improving the commercial effectiveness of the business.

Oh! And Idealogy helped with usability, design, development and deployment for all of the front and back-end systems and also the ‘go-live’ process with the internal teams at Fitness First. And it all works – right first time and completely fit for purpose!

Posted by Simon Johnson