LXR

The problem

LXR is a functional group workout built around a leather fitness bag. Clubs take it as a licence: every three months a new release with fixed choreography and music, taught by instructors who did a two-day LXR course. So the site had two kinds of visitor: people who want to try the workout, and club owners thinking about the licence.

Approach

Fitbrand made the branding and the concept. I designed the site and built it in WordPress. The look follows the brand: black and white photos with a copper-brown accent taken from the bags and the logo. The homepage opens on video with two buttons, workout and licence, so the two groups split on the first screen. The licence page covers how it works, how instructors get certified, which equipment a club needs and which marketing material comes with it, with a contact form in the sidebar. Each master trainer has a page with a photo, a bio and links to the others. There's a clubfinder, and a blog with a call-back form and the phone number next to every post.

Outcome

From the first screen, people who want to train go to the workout, clubs go to the licence page, and both end at a short form that asks only for name, phone and email.

What changed

• Two routes from the homepage: workout and licence.
• A licence page with a contact form beside it.
• A profile page for each master trainer.
• A blog with a call-back form next to every post.