Dynamic photo of a laptop displaying the homepage.
Client
Workoutspace
Location
Amsterdam, NL
Year
2023
Duration
Initial project: 3 months
Several more ongoing
Contribution
Brand design, UI/UX, visual design, motion design, copywriting, front-end development, Webflow implementation, graphic design
In a nutshell
Deep dive

In a nutshell

Workoutspace is an upscale personal training collective in Amsterdam that offers a blend of training and mindfulness activities. A desire for a more extensive customer base came with the transition to a private venue and a rebranding to 'Workoutspace.'
Video of the homepage on a MacBook.

Initial inspiration

The journey of shaping Workoutspace's brand identity unfolded naturally as we pieced together the website. The initial inspirations were the logo, designed by a third party, and the studio's sleek, open design—just the vibe to spark a burst of creativity.

Upward trajectory

Personal training is all about self-improvement. That general idea is baked into the logo and, by extension, spills over into the website's design. One example of that philosophy: Instead of the usual column lineup, we ascended them from left to right. If that doesn't signify growth, I don't know what does.
The design and branding emphasize the impact of the studio and the trainers who work within it.

Establishing a brand presence

In a sea of personal training spots, standing out is critical. I had a great partner in Merlin, one of the brains behind the studio, who was all-in on branding everything in sight. That logo's going to stick with you, trust me.
Dynamic photo of two iPads; one showing the Call to Action window, the other displaying two packages offered by the studio

Call-to-action

We packed the site with calls to action. In order to lower the threshold of contact, we integrated direct linking to WhatsApp via bright green buttons. (In the Netherlands, we're more about WhatsApp than traditional texting.)

Adding personality through motion design

If you want something to stand out, let it be the only thing that does: aka the minimalist approach. One thing about minimalism, though, is that every element has the potential to unintentionally grab attention. To circumvent that, we instead opted to add some pizzazz to the web design via slick motion design. Also vibes with the whole "get moving" thing personal trainers have going on, right?
Workoutspace prides itself on forming personal connections with their clients.

Highlighting the selling points

One big goal was to ensure that the website's look and feel matches the in-studio experience. Workoutspace spared no expense on quality pictures for me to play around with. Each photo aims to show off the venue's premium interior and the trainers' approachability.
Mock-up of two MacBooks showing the package page of the website.

Designing for your target group

The narrative-driven website offers packages crafted to be relatable to visitors. I developed these packages in close collaboration with Workoutspace's owners. The packages are used both for promotional and operational purposes.
The poster sign as seen at the front of the studio.

Spreading the word

Given that physical businesses naturally draw locals, physical advertising is an effective approach. I'm a big believer in simplicity– you can't expect passersby to wade through a wall of text. Why would you when a QR code on a clean-cut poster can do the trick? And hey, it works like a charm—70% of online traffic is direct and non-paid.
Minimalist mock-up of the holiday card sent out, maintaining the same photo and text as the signboard.

Making use of the holidays

To capture neighborhood residents' eyes, we took a detour into the almost forgotten art of flyer-ing. Except it wasn't a flyer—it was a holiday card. Sneaky, right? Hoping these cards would be more welcome than your average flyer, we tapped into the holiday spirit. Turns out it was a smart move– prospective customers often mention coming in after receiving the card.
Mobile mock-up of the Workoutspace website homepage.

A central hub for all things Workoutspace

The QR codes on signs and cards direct straight to a home page, leading with two straightforward choices: Do you want to work out, or rent a space? Oh– Did I mention that Workoutspace also rents their space for third-party trainers who want to teach fitness classes?
Dark mock-up of the 'for trainers' section of the website

The dark side of the moon

That black button on the home page leads to a section with more info about space rental. It's quite a shift in color scheme, which signals a different vibe for a different target group: potential renters.
Mock-up of an iPad displaying a 360-degree photo of the top personal training studio.

Bespoke features

You know how they say a picture is worth a thousand words? Well, imagine what a 360-degree view does– it's like a million words! (I did not do the math.) I whipped up a 360-view photo for each room in the studio. Plus, I added some custom coding magic for analytics tracking, Google API integration, and a few other goodies.
Mock-up featuring three phone screens showing the studio page, blog page, and about us page, arranged in a way that resembles the Workoutspace logo.

To summarize...

I'm stoked about how this project turned out. It's been a blast working with Workoutspace, and I'm all in for whatever comes next—both in terms of the things we'll be working on together and the growth their business is undergoing as we speak. Thanks, guys!

Results and impact

Metrics

Post-redesign, Workoutspace saw a 400% increase in prospects and a doubling of visitor numbers, 70% of which fell under direct, non-paid traffic.

400% increase in prospects

Following the redesign's launch, there was an immediate and noteworthy increase in signups. The average number of weekly prospective customers surged from approximately one per week to a substantial four to five per week.

100% increase in site hits

Visitor acquisition has doubled since the redesign launch.

70% organic traffic

As of the writing of this case study, approximately three-fourths of the website's views came from direct visitation or organic searches. This indicates that our physical marketing efforts have been effective.

7% conversion rate

The impact of the redesign extended beyond visitor numbers. Analytics show that nearly all visitors actively engage with the website's content and. As of the writing of this case study, the conversion rate stands at 7%.

"Yoel has the unique ability to realize a full project from start to finish. He identified our target demographic's preferences and translated them into effective visual assets. He did not just provide what we thought we needed, but thought ahead and shared his expertise to guide us into directions that far exceeded our expectations, as well as that of our customers.”
- Merlin Steegers, co-founder of Workoutspace

Conclusion

The redesign successfully merged the physical and online experiences of Workoutspace and continues to yield great results. Key learnings include enhanced coding skills and the balance between data-driven decisions and trusting one's intuition in design.

Credits

Logo: The Works B.V / ALL DAY PRODUCTIONS
Branding: Yoel Martherus
Photography: Viktor Lillard, Ilse Photographs, others
UI/UX design: Yoel Martherus
Marketing strategy: Yoel Martherus
Web development: Yoel Martherus
Copywriting: Merlin Steegers, Matthijs van Beek, Yoel Martherus

Deep dive

Introduction

Workoutspace is an upscale personal training collective in Amsterdam that offers a blend of training and mindfulness activities. A desire for a more extensive customer base came with the transition to a private venue and a rebranding to 'Workoutspace.'

Background

Workoutspace is an upscale personal training collective located in Amsterdam, the Netherlands. Established over ten years ago, they expanded in mid-2023 by opening a private health studio. Their multi-disciplinary team is ever-expanding, offering a unique blend of personal training and mindfulness activities. Workoutspace strives to build a strong community among its clients through a personalized approach and direct involvement.

Challenge

The time had come for the founders of Workoutspace to stop operating from the local gym – and so they transitioned to a private venue. With this transition came a name change to 'Workoutspace'. While advantages were aplenty for both trainer and customer, growth at this scale also comes with additional overhead. This expense increase obviously meant a need for a bigger pool of customers.

Objectives

The client wanted a high-quality online representative of their business's in-person experience to extend their customer pool. I aimed to mirror the physical studio's atmosphere online and build a trustworthy and consistent brand. The objective was to make prospective customers feel that Workoutspace is the right fit.

Client's vision

Workoutspace's founders, Merlin and Matthijs, are – justifiably so – confident in their in-person skills to recruit new customers. The in-person experience is excellent but limited in its reach. If you want to attract large numbers of people, you're better off hitting the World Wide Web. They envisioned a website that mirrors the upscale experience of their in-person services and conveys a sense of luxury and quality to potential customers.

Designer's goals

My objective was to project the physical realm onto the digital one. The aim was to encapsulate the atmosphere one would feel physically in the studio. I set out to give the brand a trustworthy, consistent presence reminiscent of a well-established chain enterprise in a way that retains the characteristics of a small company. That way, customers feel like something more than just another number while also expecting the consistent experience one might expect from a bigger company.

Research

We leveraged Workoutspace's existing customer data for broad-stroke market insights, focusing on upper-middle to high-class clients seeking a premium fitness experience. Analysis of client preferences and competitor strategies helped us target key demographics – expats, middle-aged professionals, seniors, and busy young professionals. These groups were the base inspiration for the UI/UX and core packages.

Market analysis

The advantage of working for a pre-existing company is their prior customer base. It provides a rich source of built-in market research, allowing me to identify the key demographics that gravitate toward personal training. The reality is that fitness culture often caters to those who can afford it. One critical insight from the current customer pool was that the typical PT clientele ranges from upper-middle class to high-class individuals. These clients look for a subtle luxury in their fitness that assures them of a perceived quality standard.

We identified the following key target groups:

  • Expats with lucrative jobs
  • Middle-aged white-collar workers with families
  • Seniors with an awareness of their aging
  • Young professionals with limited time for physical health

We applied these groups in more ways than one: They influenced the UI/UX design of the website, but also formed a base for the four highly-identifiable core packages Workoutspace presents to prospective customers.

Sales personas

Name
Jasper
Age
32
Profession
Startup founder
Personal statement
As a busy startup owner, I want to maximize my limited time in the gym.
Challenge
Finding the time and energy for regular workouts and balancing my workload is a constant struggle.
Needs
I'm looking for efficient and effective workout routines that fit my tight schedule without compromising my work.
Name
Max
Age
35
Profession
IT consultant
Personal statement
I want to improve my physical condition to be more active and decrease overall fatigue.
Challenge
Finding time and motivation for exercise and resisting the temptation of unhealthy eating during long workdays.
Needs
I'm looking for ways to be more active and eat healthier despite my sedentary profession..
Name
Karin
Age
60
Profession
Retired HR manager
Personal statement
I want to stay active and healthy to fully enjoy time with my grandchildren.
Challenge
Adapting my activities to my age and finding ways to stay active without overstraining my body.
Needs
I'm looking for exercises and activities that improve my mobility and energy level to stay active with my grandkids.
Name
Elise
Age
49
Profession
Marketing director
Personal statement
I've always struggled with my weight and want to find a healthy lifestyle that I can maintain.
Challenge
Staying consistent with a healthy diet and regular exercise, despite a busy job and social commitments.
Needs
I'm looking for a realistic and sustainable approach to weight loss without falling into diet and fitness fads that won't last.

Branding

Workoutspace's brand combines professionalism and accessibility, valuing personal growth and tailored fitness experiences. Its story of evolution from a local group of PTs to a premium studio aims to inspire customers' own fitness journeys. There's an emphasis on individual value and community. Workoutspace goes beyond physical fitness and promises overall health and lifestyle enhancement.

Brand experience

The Workoutspace brand reflects the following keywords:

Professional
Accessible
Welcoming
Contemporary
No-nonsense

Brand values

  • Everyone has the ability to work on themselves.
  • The most effective way to make progress is through personalized care.
  • Our customers should always feel free to drop by and feel welcome.
  • Our customers need to leave feeling valued, heard, and not overwhelmed.
  • Our personal bonds with our customers keep them happily sticking around.

Customer experience

Workoutspace's customer journey is designed to be welcoming and personalized from the outset, whether the interaction begins through word-of-mouth, the website, or printed advertising. Each trajectory is tailored to individual goals and situations. Workoutspace's team ensures that every customer feels valued as an individual, irrespective of their fitness goals, age, or background.

Brand storytelling

The story of Workoutspace is one of growth and evolution. From its humble beginnings with personal trainers operating in the local gym to its current state with a high-end private studio, the brand narrative focuses on the company's and its clients' growth. The brand encourages customers to see themselves in these stories and feel motivated to embark on their own fitness journey. The intimate setting during training sessions fosters a sense of community, making members feel comfortable and valued.

Workoutspace prides itself on forming personal connections with their clients.
Workoutspace prides itself on forming personal connections with their clients.

Brand promise

The private facility is not all Workoutspace has to offer. In addition to an appealing physical space, Workoutspace differentiates in Amsterdam's fitness landscape due to its focus beyond 'just' physical gains. It encompasses and encourages overall health and lifestyle improvement. No matter who you are – If you put in the work, you can make it work.

Style

Workoutspace's style fuses minimalistic color with vibrant photography to reflect the studio's essence. The design incorporates subtle textures inspired by the in-person environment, complemented by the friendly yet modern Sora typography. Strategic photo editing and subtle animations enhance the minimalist design to add character without causing distraction.

Color

The brand style guide for Workoutspace mirrors the essence of the studio's physical presence. Color is used sparingly and with intent. All style elements supplement the vibrant and expressive photography that plays a starring role in the branding.

Primary color palette of Workoutspace Branding, consisting of black and white shades with a yellow accent color.
Secondary color palette of Workout Space Branding, mainly used for blog category indicators.
Tertiary color palette of Workoutspace branding, consisting of red, yellow, and green, used for status indication.

Texture usage

Side-by-side view zooming in on the textures used in the Workoutspace website.

Subtle textures are interspersed throughout the design to create a connection between photos and visual design. These gritty textures are not arbitrary; they were inspired by elements within the personal training studio, like the central space's concrete bar and the rubber floor of the workout area.

Typography

Sora Regular

Sora Medium

Sora Bold

The Sora family appears friendly and easy to read thanks to its round shape language. While round in its basis, the typefaces also contain sharper corners that give them a modern, minimalistic edge. It aligns perfectly with the studio's identity – somewhat exclusive yet exceedingly welcoming to its clientele.

Photography-centric design

When your goal is to convey the feeling of a physical space, colors and letters can only go so far. To give your online audience a sense of what to expect there's no better way than photography. These photos, shot by several artists, serve as the foundational base that the rest of the branding elements orbit around and point toward.

The design and branding emphasize the impact of the studio and the trainers who work within it.
As Workoutspace's primary selling points, the staff and space are front-and-center in the web design.

Branding-driven layout choices

Design elements are thoughtfully considered to reflect the brand identity without compromising the overall user experience. A notable example is the use of an increasing cascade of columns in the design layout, subtly mirroring the 'W' from the Workoutspace logo and symbolizing the brand's ethos of personal improvement.

The subtle slant in this column layout represents growth and forward movement.

Icons

When suitable photos are unavailable or unfit for the use case,  the Iconoir library's icons can be utilized as an alternative. Iconoir provided a broad range of health and fitness icons with an adjustable stroke width, which reduced the need for custom icon design and allowed for more time to be allocated to other tasks.

Grid showing the icon style used for Workout Space Branding, including icons for activities such as cycling, weight loss, swimming, weightlifting, and energy.

Motion design

Minimalism leaves little space for distraction and thus requires a conscious use of brand elements. Where do you find space for visual flourish if the main attraction is photography? To enhance the distinctiveness of the Workoutspace brand, I focused on incorporating subtle graphic elements and nuanced animation.

The use of animation, transitions, and interactive elements plays a significant role in enhancing the overall design.

Web design

I fast-forwarded the web design process by skipping the wireframe and working on a complete first homepage version. The homepage makes up the site's core, showcasing offerings and guiding visitors using a carefully crafted narrative structure. The lower-level pages elaborate on demographic-specific topics via targeted content creation.

It's all in a home page

The homepage serves as the website's central hub and encapsulates the essence of Workoutspace's offerings. It is designed to guide visitors through a narrative that leads them to conclude that Workoutspace is the right fit(ness studio) for them.

Video of the homepage on a MacBook.

Narrative structure

I was able to speed up the web design process by skipping the wireframe and working on a complete V1 of the homepage. The homepage makes up the site's core, showcasing offerings and guiding visitors using a carefully crafted narrative structure. The lower-level pages elaborate on demographic-specific topics via targeted content creation.

The hook, line, and sinker

For the homepage, I used what I like to call a 'hook-line-sinker' setup. There's probably an industry term for that, but I wouldn't know what it is. In short, this means first engaging the user, convincing them of a product's merit, and then giving them an offer they can't refuse. Check out the scrollable block below for a more in-depth view of how the home page aligns with this.

The ‘Hook’
The website greets visitors with an engaging and dynamic visual that captures their attention.
Introduction
Right from the start, it clearly lays out its purpose, ensuring visitors know exactly what to expect.
The ‘Line’ (1/2)
We highlight potential benefits the visitor could be missing out on by asking, "Wouldn't you like to feel energetic, healthy, fit, and attractive?"
The ‘Line’ (2/2)
We want visitors to think, "Why stick to a public gym when I could be working out here instead?"
Quality assurance (1/3)
Social proof is provided with compelling reviews, suggesting, "Take a look at these testimonials – these professionals really know their stuff!"
Quality assurance (2/3)
"These trainers come across as genuinely friendly folks!"
Quality assurance (3/3)
"Their expertise is evident – they truly seem to know their stuff!"
The ‘Sinker’
Then, we refocus on the visitor with, "They offer a package that seems like it was made just for me!"
End of page
The page wraps up with a general call to action, a safety net for those who haven't found the perfect package among the options presented.

Consumer-oriented content

All content on the website is carefully written to only show necessary information. Global topics are touched upon on the home page, and the lower level pages  elaborate versions on those topics.

Mock-up featuring three phone screens showing the studio page, blog page, and about us page, arranged in a way that resembles the Workoutspace logo.
The original website is in Dutch. The screenshots you see here have been auto-translated by Chrome's built-in translator.
Dynamic photo of two iPads; one showing the Call to Action window, the other displaying two packages offered by the studio
Mock-up of two MacBooks showing the package page of the website.
The same four packages are used throughout the website. On this collection page, they all come together in a tab interface with a dynamic image element that changes depending on which package the user's mouse is hovering.

Business-oriented content

The website features a distinct section tailored specifically for independent personal trainers and health-and-fitness instructors. This area is intentionally styled differently from the consumer segment to highlight the shift in audience focus. Within the 'For Trainers' section, instructors can discover information about temporary space rentals for conducting their classes.

Mobile mock-up of the Workoutspace website homepage.
The buttons in the hero section present visitors with a clear choice right off the bat: Are you looking to improve your fitness, or are you interested in renting a space?
Dark mock-up of the 'for trainers' section of the website

Implementation

Webflow's CMS was utilized to keep the content easily editable for the team. I dreamed up unique features like 360-degree photo views and custom scripts to integrate Google APIs. Future plans include translating the website into English to better serve Amsterdam's expat community.
  • UI/UX Design: Figma
  • Development: Webflow
  • Asset creation: Adobe Illustrator, Photoshop, After Effects
Mock-up of two iPhones side by side, displaying the About Us page and the visible results page of the website.

Copywriting

Team Workoutspace provided their perspective and health-related know-how to shape the overall message and content while I ensured that the copy remained on-brand, understandable, concise, and targeted.

The content had to resonate and enable visitors to see their personal challenges reflected in Workoutspace's offers. The strategy was to immediately capture the visitor's interest by addressing relatable topics, such as weight loss or aging gracefully, in a succinct manner. This encourages visitors to delve deeper into the website and navigate towards the content specifically tailored to their interests.

Maintenance & management

Utilizing Webflow's CMS system, Team Workoutspace can easily edit and update within defined boundaries without requiring extensive technical expertise.

Bespoke features

360-degree room views

Original widget created by Momento360. Photos shot by yours truly. (It was... a challenge, to say the least.)

Behind-the-scenes Javascript and API coding

Additional bespoke scripts were written to integrate Google APIs and randomize recipients of new inquiries to even out the customer workload among team members.

Future considerations

Looking ahead, there are plans to translate the website into English to cater to the ever-growing group of expats in Amsterdam. Analytics have shown that this group already engages with the website via browser-native translation, but we see an opportunity to cater to this demographic better.

Additionally, we're slated to work on a muted video to be displayed on the television screens in the studios. Some flags to deck out the storefront are also underway.

Print assets

We leveraged print marketing to increase brand awareness near the studio. This includes a poster sign with a catchy slogan and QR code for easy website access and a batch of postcards with personal messages to target post-holiday sentiments. Frankly, the results were more impressive than expected!

Poster sign

We utilized print for some marketing efforts to target people in near proximity to the studio and create brand awareness. The studio is partially screened off for the privacy of its customers, so some exterior advertising was needed to drum up curiosity. The poster sign consists of a simple, memorable slogan and a QR code to provide optimal ease for people to land on the website.

The poster sign as seen at the front of the studio.
The wind sign at the studio's storefront.

Holiday card

Additionally, we played into the pervasive post-holiday guilt and New Year's resolution mindset by sending postcards to people in the neighborhood. We chose a candid, personal message to have people take the time to read what the card says, sympathize with the company, and reach out.

As of the writing of this case study, printed assets account for approximately 70% of all online traffic. Who said print is a dead medium?

A glossy holiday card featuring a sincere message from the founders to all residents in the neighborhood.
The holiday card addressed to residents in the neighborhood, containing a heartfelt message from the team.

Results and impact

Metrics

Post-redesign, Workoutspace saw a 400% increase in prospects and a doubling of visitor numbers, 70% of which fell under direct, non-paid traffic. The metrics shown here are based on Analytics data received at the writing of this case study, approximately 3 months after the project's initial launch.

400% increase in prospects

Following the redesign's launch, there was an immediate and noteworthy increase in signups. The average number of prospects per week experienced a remarkable transformation, surging from approximately one per week to a substantial four to five new prospects weekly.

100% increase in site hits

Visitor acquisition has doubled since the redesign launch. The website saw a remarkable increase in visitors exploring Workoutspace's offerings.

70% organic traffic

As of the writing of this case study, approximately three-fourths of the website's views came from direct visitation or organic searches. This indicates that our physical marketing efforts have been effective.

7% conversion rate

The impact of the redesign extended beyond visitor numbers. Analytics show that nearly all visitors actively engage with the website's content and offerings. As of the writing of this case study, the conversion rate stands at an impressive 7%.

“Yoel is a multi-talented team player who anticipates solutions before problems even have a chance to arise. As a hairstylist, educator, and influencer, my target audience is both niche and diverse– Yoel effortlessly gained not only an understanding of my target audience, but also delivered the ideal branding and website that perfectly appeals to them. I wouldn't trust anyone else with my brand.”
– Anne Busch, owner and founder of Anne Loves Color

Conclusion

The redesign successfully merged the physical and online experiences of Workoutspace and continues to yield great results. Key learnings include enhanced coding skills and the balance between data-driven decisions and trusting one's intuition in design.

The primary objective of this project was to bridge the gap between the physical studio and the online experience. This objective was met. The website redesign has yielded highly satisfactory results, both for myself and, most importantly, for Team Workoutspace well!

Takeaways

Experimentation with coding

As I do with every project, I learned a lot – Particularly on the Javascript front. I employed a bunch of custom code to ensure we got the most out of our scope, and that hands-on experience definitely enriched my skill set.

Trusting my gut

An important takeaway for me is the recognition that data and research are valuable, but so is trusting your gut. In my field, decisions are often rooted in a deep understanding of the craft. Research is excellent for confirming assumptions, but there is merit in saving time and resources through intuitive decision-making. If we already know the wheel works, finding out why is not always necessary.

Credits

Logo: The Works B.V / ALL DAY PRODUCTIONS
Branding: Yoel Martherus
Photography: Viktor Lillard, Ilse Photographs, others
UI/UX design: Yoel Martherus
Marketing strategy: Yoel Martherus
Web development: Yoel Martherus
Copywriting: Merlin Steegers, Matthijs van Beek, Yoel Martherus

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