F45 Training is a global functional fitness brand with thousands of studios worldwide. Their site needed a refresh to better align with evolving brand standards, simplify class discovery, and strengthen integration with their app experience.
The redesign focused on six core pages, an updated trial flow, and new navigation—creating a clearer, faster, and more engaging digital journey for both new and returning members.
I was brought on directly by FIT Brands to lead the redesign after completing the FS8 Pilates project. The scope included six key pages—Studio landing, Loyalty, Workouts, F45TV, What is F45, and the Start a Trial flow. I hired and directed a senior UX designer to support with wireframes, interactions, and animations while I oversaw overall UX strategy, UI design, and component creation. Together, we built a small library that extended F45’s design system and streamlined collaboration.
We created a scalable studio page template used across hundreds of locations worldwide. Designed for both desktop and mobile, the page balances utility and brand personality, helping users easily find their local studio while reinforcing F45’s energetic visual identity.
Fit Rewards was introduced as a new engagement platform that gamifies workouts. The redesigned page highlights point-earning opportunities across workouts and programs, encouraging consistency while fostering community loyalty through exclusive perks and achievements.
We refreshed how F45 explains its training model by showcasing the science behind the workouts in a clear, approachable format. Users can explore detailed workout categories, recovery options, and membership add-ons like Run Club and Hyrox training. F45 TV, powered by YouTube API, centralizes videos, on-demand classes, and live workout content into one engaging hub.
The Start a Trial flow was redesigned to reduce drop-off and streamline sign-ups. A simplified, mobile-friendly checkout process now clearly guides users through payment, app download, and trial booking steps, creating a seamless first experience that drives conversions and long-term engagement.
