Club Five is an online fitness hub offering an extensive programme of real time video training sessions delivered by a team of highly skilled fitness instructors and accompanied by nutritional and motivational advice and assets. It emerged during the early pandemic as a dynamic start-up but quickly matured into serious fitness brand and outgrew its original website and Facebook group home.
When they approached us to design and develop a new online platform to host a plethora of video content, nutritional articles, and motivational advice to over 2K existing paying members - we welcomed the challenge. The complexity of the project, the logistics of development and migration of data and active memberships and the opportunity to properly establish a new fitness brand was extremely exciting.
The website was a success, bringing influx of new members to the Club and giving birth to new sister brand, LEAP Academy that allowed to expand the offering to professional PT courses offered via Learn Direct.
UX, UI & art direction: Marek Charytonowicz
Development: Andy Stent & Dayn Wellbeloved / 61 Circles
Client: Club Five
Our vision was simple - a fitness website devoid of typical ascetic sophistication and sharpness but instead welcoming and empowering a regular person.
We wanted to convey the infectious positivity and motivational energy of the founders to engage users and invite them to explore the variety of content Club Five had to offer - from daily live streamed training sessions, nutritional video advice, articles and recipes to motivational support.
Like with most fresh start-ups, the Club Five brand was created to fulfil immediate need without flexibility and longevity in mind resulting in some elements requiring finessing and other in dire need of re-design.
We have expanded the colour palette to accommodate digital requirements, re-worked the typography of the brand to allow for clear communication across all media channels and added a careful selection of imagery supported by custom-designed iconography.