Manor House Fitness (MHF) set out to feel less like a neighbourhood gym and more like a curated, minimalist gallery for high‑end Technogym kit and spa‑level perks. The website had to let prospective members “walk the space” digitally—and then sign up in as few clicks as possible.
Project Origins & Scope
Parallel build: We built the site while the bricks‑and‑mortar club was still going up, so launch day for the site and grand‑opening for the gym were effectively the same deadline—met without drama.
Budget note: We offered an “entry‑level for us, flagship for them” deal because it was our first project of this scale.
Goals Over Granular KPIs
Showcase the premium environment through high‑impact imagery.
Provide zero‑friction funnels to two external systems: Technogym’s MyWellness (equipment access) and ClubRight (payments).
Leave technical headroom for future SEO optimisation rather than chase short‑term traffic goals.
Audience Segmentation & IA
Three clear paths: Sunbed‑only users, Full‑gym members & Reformer‑Pilates devotees
Each path lands on a stripped‑back offer page with a single “Take me to ClubRight” button—explicitly warning users they’re leaving the site, which cut sign‑up drop‑offs significantly.
Design Language
Aspect
Decision
Rationale
Palette & type
Owner‑driven neutral palette; bold but compact fonts
Matches the club’s interior; keeps copy readable without hogging space
Layout
Wide white margins, hero imagery, sparse copy
Mimics an art‑gallery stroll; lets photography carry the brand
Payments: Handled 100 % in ClubRight/MyWellness—no on‑site card data.
Perf gauges: GTmetrix A at launch; ~0.4 s first load on desktop.
Accessibility: High‑contrast palette & full alt text in place; next iteration will tackle keyboard navigation and ARIA landmarks.
Launch & Impact
Released ahead of the first member walking through the door; no DNS or payment hiccups.
Membership grew from 0 → 1,500 in the first 12 months, attributed largely to the clean sign‑up funnel and premium visual story.
Looking Forward
Wishlist: A Matterport‑style 3‑D walkthrough to extend the “digital tour” concept.
Process takeaway: Close collaboration with a brand‑savvy owner keeps even large builds feeling effortless—and sets a bar we now aim to exceed (including deeper accessibility work) on every project.
