John Moeller

New York Sports Clubs: Identity, Website & App

Work

New York Sports Clubs: Identity, Website & App

New York Sports Clubs, once the dominating giant of the East Coast with over 150 gym locations, had failed to keep up with the times and its market share was being destroyed by ClassPass and new boutique gyms. We were brought on to evolve the brand and redesign the digital experience. After interviewing members and observing clubs, it was clear that NYSC needed a more personalized and flexible approach and a strong, relevant brand identity and personality. Across the app and website, we simplified UX to make it incredibly easy to join, find classes and locations, and adjust account settings on any device, and created tools to suggest new activities, classes, and locations based on your logged data. In parallel, our rebrand warmed up and refreshed every aspect of the brand, touching digital, marketing, club design, and internal company culture. The fully integrated rebrand, website, and app had an immediate impact on revenue and conversion, and NYSC’s stock value (NASDAQ: CLUB) increased over 200% in the year following the rebrand launch in November 2016.

Creative Direction. Agency: Kettle.