A clearer digital front door for a multi-service fitness business.
Strong House Fitness needed a website that could explain and sell several distinct offerings without fragmenting the customer experience. Basal House redesigned the site, migrated the storefront to Shopify, and integrated the gym’s existing ClubReady system to create a more cohesive path from discovery to purchase.
Overview
Strong House Fitness operates a training floor, group classes, personal training, recovery services, and an independent trainer program from one West Hollywood location. Each offering serves a different customer with a different reason for visiting the site.
Basal House redesigned and rebuilt the digital experience to make those paths easier to understand while giving the business a more flexible platform for selling services and maintaining content.
Challenge
The site needed to support several audiences without forcing everyone through the same generic conversion path. A prospective member, class customer, recovery customer, personal training client, and independent trainer all arrive with different questions and different purchase decisions.
Strong House also needed to preserve ClubReady for membership and scheduling operations while introducing a more flexible storefront and customer-facing website.
Basal House's Role
Basal House led the engagement from information architecture and visual direction through frontend development, Shopify implementation, systems integration, testing, and launch.
The goal was not simply to refresh the visual design. The project reorganized how the business presents its services, how customers move toward purchase, and how the client manages the site after launch.
Approach
The information architecture was organized around customer intent. Classes, recovery, personal training, independent training, and general gym access each received a dedicated path with relevant information and calls to action.
Shopify provides the storefront and editable content foundation, while the site uses a custom implementation tailored to the business rather than relying on an off-the-shelf presentation.
ClubReady remains part of the gym’s operational workflow for membership and scheduling. The customer experience was designed so those existing systems could continue working behind a more cohesive digital experience.
Content across the site was also made editable so routine changes to copy, imagery, pricing presentation, and service information do not require engineering support.
What We Delivered
- Complete website redesign and responsive frontend development
- Custom Shopify implementation and storefront
- Platform migration and store configuration
- Information architecture for multiple customer journeys
- ClubReady integration for existing membership and scheduling workflows
- Commerce flows for services, access options, and session packages
- Client-editable content across site templates
- Launch support and production implementation
Outcome
Strong House Fitness launched with a unified digital presence that gives each customer type a clearer path through the business while giving the client more control over day-to-day website updates.
The finished platform brings commerce, content, and the gym’s existing operational systems into a more coherent customer experience.