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Since 2008, we’ve been on a mission to help brands become more human in the digital era. Today we’re a tight-knit team of 30 strategists, creatives and developers, focusing on one thing: taking care of your brand across multiple digital touch-points.

We believe that brands become more human when they’re accessible, social and emotional. As a strategic partner we craft effective brand strategies, digital first identities and online products that make brand stand out and become more human.


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HealthCity is an all inclusive gym, that combines luxury with efficiency to create the ultimate fitness experience. In order to create a similar representation online, they asked us to craft their website, including the funnels to become a member.




User Experience

Design & Development

We assembled a framework with a strong focus on conversion. In the main navigation, we hide secondary items by default, to emphasize on the most important items. The new campaign element is another example of the conversion driven framework. It pops out due the visual hierarchy, and because it's sticky no one misses the latest deals.

We optimized the 'become a member' flow by combining a fun experience with efficiency. The progress of becoming a member is short, and you can start immediately after you finished the flow. Not ready for a subscription yet? It's even easier to create a free day and experience the facilities of HealthCity in real life.

Fancy a cup of coffee and some more information about this case?


Kim Krauwel