The visual design of their website needed to feel appropriate for a gym: tough, clean, but personal. It needed to reach people of all fitness levels, but rather than going the route of Planet Fitness, who mainly target people who are just starting their fitness journey, (or are very casual) I aimed for people in the middle who want to "level up" with crossfit.
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It was important that the hierarchy presented key information such as schedules, pricing, and photos of the space/equipment.

Finding the audience who are the most likely to join a crossfit gym, and selling to them. Showing an up-to-date inventory of gym equipment for people who know what they are looking for in a gym and who are shopping around.

The website was used to sell to people who are mid-advanced in their fitness journey. Social media was used tell a more personal/friendly brand story, so I bridged the gap by connecting an Instagram feed to the homepage. The information is clearly presented, and I included a photo gallery page to give the "gym shoppers" a look into the space, it's cleanliness, and the equipment.