The Arena Club, located in Bel Air, MD, is Harford County’s best family fitness center. The athletic club boasts the largest waterpark in the county, state-of-the-art fitness equipment, personal training services, a warm salt-water therapy pool, an elite indoor turf field, and over 85 weekly group fitness classes.

The Arena Club had a wealth of knowledge in fitness facilitation; however, the club was searching for a way to enhance their online presence and more successfully market to new members. A website redesign, content overhaul, and inbound marketing implementation were in the stars for the Arena Club. An agile growth-driven design plan was then put into place.

The Arena Club’s goals for their website were:

1. To increase contact list through an updated contact page
2. To lower bounce rate
3. To clearly display membership options for visitors

TAC felt that success of the redesign would be measured by the number of website visitors who become members through the membership lead form. TAC also wanted to strive for 150 leads per month through the website. Ease of use for website visitors would be at the forefront of this growth-driven design project.

Paid traffic was already being driven to the Arena Club’s website, but desired conversions were not being attained. Through advertising efforts, the following personas were being targeted:

• Families with young children
• Middle-school-age and high-school-age athletes
• Avid exercisers
• Baby boomers

Actions on the new website in which TAC wanted to simplify included finding program schedules, learning about membership benefits, and registering to become a member. The Arena Club also had several ideas for adding value to their website, and therefore their brand. These ideas consisted of launching a new “Find Your Fun” campaign, promoting kids’ activities, and boosting their sports performance message.