In redesigning the Crunch Fitness Web site we had to create a visual design that was every bit as sophisticated as the brand that people knew offline. The new site had to be competitive with the most technically functional fitness web sites, including their parent company Bally Fitness.
The Crunch web site is a contemporary look at a well-known brand. The Web site is one of the first reflections of a softer version of what has traditionally been a very “in your face” brand. While it is a very accurate reflection of the humor and style of the brand, it is also an extremely functional site allowing users to look through gyms, schedules and more. Content management tools were developed to allow Crunch staff to easily update all areas of the site.
The site went live on March 1, 2003 and was received with praise from both the Crunch gyms and members. Traffic to the Web site increased over 40% shortly after the site launched.
• 35% increase in Internet membership leads
• 30% increase in contests leads
• 25% sustained in daily traffic growth
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Our old website had not been updated in a couple of years and was not effectively communicating our brand and our “no judgments” philosophy. Olive was able to build a site that exudes a level of energy and excitement, which now speaks to our consumers on a more powerful level. Since the site has been up, we have seen a 35% increase in daily traffic from unique visitors."
- Candy Tree, Director of Marketing / Crunch Fitness
