CROSSFITWALSALL.CO.UK is an elite strength and conditioning facility that fully embraces the
functional fitness philosophy. Friendly and authentic atmosphere in the gym make 80% of the members training on a regular basis at least 3 times/ week.


Main goals of website redesign were: attract new members both men and women, manage class schedules and presenting the gym, their programs, coaches and philosophy.

I wanted to incorporate in design the friendly atmosphere of the gym, to show the place not just for training but for like minded people, hard working to achieve their goals, encouraging and inspiring each other to go beyond the limits.

the challenge

Fitness culture was further away from me. I needed to find and feel alone what inspires people to go ahead and do things they do no matter how exhausting workouts are. First steps were hard but then I realized it’s the same as in art and design – you are climbing the ladder of greatness, pushing yourself beyond the limits of your yesterdays, making something beautiful. Everyday work and progress make you happy.

Fitness is not about being better than someone else… it’s about being better than you used to be”.


Once caught the likeness with what I known, design direction was straightforward – bold typography, strong and genuine imagery, flexible and responsive layouts was main supporting points. Website theme was developed under Drupal.

Our role in this project included doing the UX design, visual design and frontend development. We worked with FULL FAT THINGS for CROSSFIT WALSALL.

Everything you need is already inside you.”