FIT Brands is a global fitness and wellness company uniting functional training, pilates, and recovery-driven wellness brands under one umbrella.
FS8 Pilates needed a refreshed web experience that aligned with the FIT Brands identity while creating an engaging, user-centered design that could scale across the brand’s ecosystem.
The project began with a collaborative kickoff with the FS8 team to uncover goals, challenges, and user needs. We identified two major pain points: users struggled with the trial sign-up flow, and many had difficulty finding a nearby studio. FS8 also wanted the site to better tell their brand story. These insights shaped a refreshed homepage that introduces FS8 with clarity, energy, and direct pathways into key actions like finding a studio or starting a trial.
To address the challenge of finding studios and understanding trial options, I reimagined the studio page into a template that allows users to easily discover classes and sign up. Memberships were restructured into two flexible layouts: a studio-specific version that displays local pricing and packages, and a universal version that explains memberships without cost, since rates vary by location. This clarity helped studios better present their offerings while guiding users toward confident decision-making.
Building on FS8’s energetic identity, we added an Events hub to foster stronger community connections. Users can explore upcoming events and drill down into detail pages with descriptions, schedules, and registration options. This section extends the FS8 brand beyond classes, positioning the site as a destination for both workouts and the broader FS8 lifestyle.
The most critical focus was the trial sign-up experience. Research showed high abandonment rates, so I studied competitor flows and best practices to streamline the process. The redesigned flow simplifies the journey: users choose a studio, enter minimal details, and pay quickly with Apple Pay or similar methods. To build confidence, we clarified what the trial includes, how many classes, over how many days, and at what cost. Users are then guided into next steps like downloading the app and booking their first class, reducing friction and increasing conversions.
