Get started, don't stop
Basic-Fit offers more than 2 million members in Benelux, France and Spain a straightforward membership model and various fitness options – from traditional gym workouts to virtual classes. Members have access to more than 700 clubs in Europe, premium members can invite a partner or workout buddy, and there’s also an option to have a commitment period of just one month.
Whipping a fitness platform into shape
This European market leader needed a brand-new online platform to allow future growth: a fresh brand experience, simple sign-ups and the ability to show club features. Emakina won the pitch to be Basic-Fit’s strategic partner thanks to our experience with digital commerce and Salesforce, our design expertise and agile delivery method.
Basic-Fit was keen to use Salesforce, often deployed with e-commerce sites but certainly fit for a healthy and expanding business. Moving to Salesforce was strategic: the new platform would boost its international growth and help Basic-Fit to stay relevant, personal and scalable for a fast-growing membership.
The main goal was to convert prospective customers into members of Basic-Fit using Salesforce Commerce Cloud (SFCC), so its business model needed a little stretching. We transformed a complex set of online services, local content and promotions into a clear and user-friendly three-step process.
Emakina put together a perfect team for a flawless delivery, consisting of a UX designer, art director and graphic designer. The creative team produced a fresh new design to optimise the brand experience – resulting in a sleek new look and feel. They also created a new photography portfolio.
The first design sprint took just one week, including user testing with the target audience and design optimisation. Under the guidance of a business analyst, project manager, online marketer, SEO expert and front and back-end developers, we achieved a completely revamped design and user-centred subscription flow.
The new platform was completed in just four months, following a process of 10 sprints, which saw the integration of all services, Storefront Reference Architecture, content and promotions. We saw a zero drop in traffic while conversions shot up from day one. This perfect agile delivery was ready in time for the main campaign.