Case Study · Fitness & Lifestyle
Reformer Pilates, Training and Performance Strength & Conditioning across Newcastle and Lake Macquarie. One brand, three disciplines, zero confusion.
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Web Design · Fitness & LifestyleToneLAB is a Newcastle-owned fitness brand delivering Reformer Pilates, Training and Performance Strength & Conditioning across multiple studios in Newcastle and Lake Macquarie.
The previous structure made it hard for newcomers to quickly grasp the difference between Reformer, Training and Performance, or to see which studios offered what. Prospects needed a clear on-ramp - first-timer guidance and intro pricing - to confidently try a class. The challenge: clarity at a glance, simple location discovery and friction-free booking, particularly on mobile where most decisions now happen.
The brief: a unified, scalable website that clarifies the three divisions, makes class discovery effortless and turns interest into booked sessions.
A conversion-ready architecture for multi-studio, multi-format fitness - layered with brand, content and performance.
We mapped ToneLAB's offers and user paths - Classes, Locations and Intro Offers - to prioritise the moments that matter.
Primary entry points for Reformer, Training and Performance, each with benefit-driven copy and class breakdowns.
Browse studios by area, then see class availability per site - multi-studio operations made intuitive.
Intro and All Access offers surfaced site-wide with prominent CTAs and contextual prompts on class pages.
Guidance and social proof built in to reduce uncertainty before that first session.
Components for timetables, class overviews and studio cards, on a stack tuned for speed and accessibility.
ToneLAB's studios are focused, motivating and easy to navigate. The old website was the only part of the brand that wasn't.
The craft was wayfinding: getting a first-time visitor from 'what's the difference between Reformer and Performance?' to 'there's a studio near me, and there's an intro offer' in a handful of taps. The visual system carries the premium positioning; the architecture does the guiding.
ToneLAB's digital presence now reflects the in-studio experience. Visitors quickly choose their training style, find the nearest studio and claim an intro or All Access offer - leading to more confident first bookings.
“The website matches our fitness brand perfectly.”
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