12 Million Lives. And you.

In 2008, 24 Hour Fitness had achieved the remarkable feat of assisting 12 million people in their fitness goals. As they celebrated this milestone, they wanted to begin laying the groundwork for future growth.

Through extensive competitive analysis and user experience testing, a website design change helped usher in a way to serve new and existing members with focused, customized experiences.

The redesigned 24 Hour Fitness website, along with its companion microsite, 12 Million Lives, worked to put prospective members into a conversion funnel while offering existing members opportunities to maximize their workouts.