Website development for a fight and fitness centre
ArenaFit is a centre in Cantù dedicated to combat sports and fitness, and this dual nature was the theme of the project. People looking for a weights room and people looking for a combat sports class have very different expectations, language and motivations: putting them in front of the same undifferentiated menu means losing at least one of them.
We therefore split the website into two parallel paths, Fit Area and Fight Area, each with its own activities. Visitors immediately choose the world that concerns them and find a consistent context, while the centre can speak to both audiences without diluting its positioning on combat sports, the most distinctive part of its offer.
The website was built with a strong visual identity, based on the black, red and white of the logo and the coordinated image. For a sports centre competing in a local catchment area, instant recognition is worth as much as the content, because the website is often the first contact with the brand after the shop sign.
On the commercial side, the project brings together three conversion levers: enquiries, promotion of the annual membership and the open day, which in fitness is the most effective tool for turning a curious visitor into a member. The website was online even before the centre opened, collecting membership pre-registrations: the fit-out period thus became a lead generation phase instead of commercially empty time. The layout is responsive.
A website only makes sense if we know what it has to achieve
The first question we ask is not about style but about what should happen when someone lands on the website. For ArenaFit the answer changed over time: at first the centre had not yet opened and pre-registrations were needed, then the website became the tool for bringing two different audiences together, fitness and combat sports.
In both phases the structure came from the commercial goal, not from a ready-made template. We are based in Cantù and have always worked with local businesses in the area: we know that for a gym the game is played in the local catchment area and in the ability to turn a visit into a free trial.
NewVisibility was founded in 2013 from an idea by Andrea and Luca, lifelong friends who had already been building websites for several years before giving themselves a name. Since then we have worked with more than three hundred clients. We are a human-sized team: you speak directly with the people working on your project, with no intermediaries, even after launch.
Read our manifesto
NewVisibility, a web agency in Cantù, in the province of Como, which handled the graphic design, the two-area structure, responsive development and the contact and pre-registration forms.
A centre in Cantù dedicated to fitness and combat sports, organised into two separate areas: Fit Area for training and Fight Area for combat disciplines.
Because people looking for a weights room and people looking for a combat class have different language and motivations. Two separate paths avoid diluting the centre's positioning.
Not only can it, it pays off. The fit-out period is commercially dead time, and a website online in advance turns it into a phase of collecting contacts who are already interested.
It is the most effective conversion lever in fitness: it lowers the barrier to entry by letting people try before they sign up, and gives the website a concrete goal beyond information.
A lot. The website is often the first contact with the brand after the shop sign, so using the colours of the visual identity makes the centre instantly recognisable.
Yes. We work with several local businesses in the Cantù and Como area, designing websites tailored to the catchment area and to member acquisition goals.