Blink Fitness
Build a gotta-sign-up digital experience for the most fun (and affordable) gym.
creative direction • copywriting • concept development
The Challenge
When I first heard about Blink Fitness, it sounded too good to be true. At least in NYC. But after visiting several Blinks, we discovered that you can, in fact, have a solid workout on the cheap and not have to wear flip flops in the shower. The new Blink site had to get people so jazzed that they would sign up for a membership site unseen.
The Tone
They had a philosophy: working out isn't just about looking good, it's about how it makes you feel. The gyms had bright colors and the staff was super friendly. The site carried the Blink tone throughout and showed off their shiny, happy equipment.
Location, location
People don't work out unless their gym is really, really close by. The location feature had to be easy to use and include a ton of information. And with Blinks sprouting up pretty much everywhere, city dwellers could hopefully find one that worked for them.
Your gym, here.
Each location had its own page because no gym was exactly the same. Sure, they maintained the brand look and feel, but the vibe of each was dictated by the neighborhood, and the size and layouts differed. To get a true feel of each, we included large imagery, a floor plan and a Google virtual tour so potential members could actually explore.
Built for every gym rat
If you're really into building your muscles, you want to know that your gym has the right equipment. If you're cardio crazed, maybe you don't want to be right next to a muscle head. The floor plans showed the equipment offered and where it was located in the space.
Gym memberships, decoded
Gym memberships are confusing. Blink's were no exception. We had to break down what each membership meant and explain it to potential members. And because the prices are crazy low, we wanted them to be a main focus on each gym's page.
What I loved about working on this project
I took my first Tae Bo class with my mom when I was thirteen. I’ve probably tried every fitness class in New York City. I love working with fitness brands. Especially ones that have something interesting to offer.