The Experience
website
visit site ↗the challenge
The Experience Fitness is “a gym for all” and the only openly LGBTQ+ and couple-owned gym in Hillcrest, San Diego. It serves the LGBTQIA+ community and proud allies, offering a safe space where the team motivates, inspires, and guides members toward their personal goals.
In person, the brand is bold and authentic. Online, their old website wasn’t telling that story or showing off their personality.
On top of that, the old site lived on an outdated platform that was hard to maintain and update, and their onboarding process was clunky and disjointed.
the approach
To really get to know the gym, I visited in person, and I felt welcomed the second I walked in. Walking into a new gym is usually a little intimidating, but this felt more like a family get-together. That was exactly the feeling I wanted the new website to capture.
After a deep dive into The Experience and its owners, I drew inspiration from the gym’s colorful walls and its brand values: a safe space that’s inclusive, down-to-earth, and a little quirky. The goal was to tell The Experience’s story in a seamless, dynamic, and authentic way, with fun scroll interactions and beautiful photos.
I led the project and directed the developer through a full migration to Webflow, which improved site performance and gave their team a flexible platform they can easily manage without compromising the design.
While talking through the team’s pain points, I learned their onboarding process wasn’t working for them. So my developer and I automated the whole thing, from signing contracts to an automatic welcome email to registering for classes.
The new site now authentically reflects their vibrant, inclusive brand and values, and makes it easier than ever for new members to join and become part of The Experience’s beautiful community.