Fitness Reimagined: How UX/UI Elevated XTC’s Brand and Enquiries
Background
XTC underwent a full rebrand after completing their contract with a previous franchise. They engaged me to design their new website. The owner had already created the logo, and my role was to develop the colour palette and expand it into a complete brand guideline.
As part of the rebrand, XTC relies heavily on converting existing members to new memberships, with Instagram serving as the primary channel to keep members informed; while nearby competitors may benefit from more convenient locations such as shopping centres or proximity to train stations, XTC differentiates itself through strong competitive advantages including family packages, altitude training, and no lock-in contracts.
XTC's key strengths
XTC offers high-end facilities and a strong sense of community built by the owner–trainer, who has established excellent relationships with members.
- Altitude group training: Members train in a simulated high-altitude environment, helping the body work harder for improved results.
- Muay Thai and kickboxing for kids: A key selling point—children can train while their parents work out in the gym or sit in the coffee lounge at the same time.
- high-end facilities: Provides detailed body metrics such as skeletal mass, bio age, and visceral fat, giving members comprehensive insights into their health.
Lead attraction strategy
- We emphasis on pricing and unlimited training classes at the heading.
- Phone number is also added at the top for a quick call
- “Get 7 day trial” is placed at the top to bring the potential members to step in for trial
- An appealing parent-and-child package and the no-contract model are highlighted prominently.
