Case Study

Futureproofing
UFC Gym.

We built a scalable design system updating UFC Gym's look & feel while making site maintenance & lead capture easy.

Partner

UFC Gym

Industry

Fitness & MMA

Services

Product DesignTechnical StrategyDesign Systems

It’s time to get serious about scale.

UFC Gym is the world leader in MMA-inspired fitness. With locations all over the world, they empower people to find their fit through unique classes and high-intensity workouts.

In the discovery phase, we uncovered a few core problems: a brand image that felt inaccessible for the average person, fragmented website management across multiple teams and franchisees, and inconsistent visual materials.

The Brand Gap

Their brand image spoke to the professional fighter and serious athlete, but proved to be inaccessible for the average person looking for a fitness community.

Fragmented Experience

Various sections of the website were owned by multiple teams and franchisees, without a process for brand cohesiveness, usability, and QA.

Capturing a new audience.

We combined data-driven insights with human-centered strategy to widen the funnel.

Find a Gym

Search for the gym closest to you or let geolocation do the work.

See Gym Details

Check out the gym features and see if the location is right for you.

Join Now

Easily sign up for a membership online, or request a free pass for your first visit.

Design System

Scalable Architecture

A design system
that evolves.

UFC Gym needed a system that allowed their team to seamlessly update their digital products while bringing continuity to their brand.

We designed a lighter, fresher brand foundation. Each component conforms to AA Accessibility standards, and critical flows were usability tested with documented maintenance plans.

The flexible design system was extended beyond digital to print, interiors, and signage by UFC’s internal Art Department.

Finishing touches & analytics.

In understanding the value of precise analytics, we concluded this engagement with the implementation of Google Analytics and internal testing frameworks.

Automated Lead Capture

Geolocation-Based Discovery

Membership Management Integration

Dynamic Content Strategy

Performance Optimization

Outcome

"UFC Gym makes it easy to find your local gym, discover your next class, and be part of the UFC community."

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Futureproofing UFC Gym.