Case Study — Website Redesign

Iron Phoenix Fitness — a mobile-first rebuild.

Rebuilt an outdated, logo-centric site for a Romford functional fitness gym. New mobile-first layout with a clearer membership journey, class information, and performance improvements throughout.

Client
Iron Phoenix Fitness
Services
Website redesign, mobile-first rebuild, performance & SEO foundations
Stack
REPLACE-WITH-STACK
Website
Visit live site →
View All Work Book a free call
86→94
Mobile PageSpeed — all Lighthouse scores now green
Mobile-First
Complete responsive rebuild, from a fixed desktop-only layout
Redesign
Logo-centric homepage rebuilt around classes & membership

The Challenge

A logo, and not much else

Iron Phoenix Fitness’s existing site led with an oversized logo and little else — no mobile layout to speak of, slow load times, and none of the SEO foundations a local gym needs to be found by people searching nearby. On mobile, where most enquiries for a local gym actually happen, the experience broke down almost entirely.

The brief was to rebuild it around what visitors actually came for: class times, membership options, and a clear route to try the gym out — not the logo.

ironphoenixfitness.co.uk
Logo-only hero
No mobile layout
Slow performance
No SEO foundations

The Solution

Rebuilt mobile-first, with a clear path to join

Every part of the old site was reconsidered against a single question: does this help someone decide to book a class? What didn’t, was cut. What did, was made faster and clearer.

01
Mobile-first rebuild
The layout was rebuilt from the ground up for the device most visitors actually use, rather than adapted from a desktop-only design.
02
Clear membership CTA
Class times and membership options moved front and centre, with a single obvious next step instead of a logo-only hero.
03
Performance optimised
Images and page weight trimmed so the site loads quickly on the mobile connections most visitors are using.
04
SEO foundations added
Titles, headings, and on-page structure put in place so the gym can be found by people searching locally.

The Result

Faster, clearer, and built for mobile

  • Mobile PageSpeed lifted from 86 to 94, with all Lighthouse scores now green.
  • A genuine mobile layout, replacing a site that previously had none.
  • A clear membership journey, with class times and joining information front and centre.
  • SEO foundations in place, so the gym can start being found by local search.

"A gym site doesn’t need to be clever — it needs to load fast on a phone and get someone to a class time in one tap. Everything else was getting in the way of that."

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