Tell us a bit about who you are and the people you reach
Vastberaden (which means determined) is a CrossFit gym in the centre of Amsterdam. Our main target audience are people who are unhappy with their current fitness routine or sport or people who are unhappy with the absence of any of these two.
We differentiate ourselves from traditional fitness through the CrossFit training method which uses constantly varied, functional movements executed at high intensity and the fact that you train in small groups under the watchful eye of a trained and experienced coach.
We differentiate ourselves from other CrossFit gyms through the way we implicate this methodology. Our methods for improving movement and technique and preventing injury are far more refined then in most boxes. Our warming up is not just to get you to the workout it has multiple parts, each with its own goal. It is just as important for reaching your goals as the wod.
One Idea I was playing around with is to use extreme close up pictures of bars (where you see only the knurling), plates, rubber flooring, kettle bells and perhaps even people (an eye or knuckles whatever). This way you can use the elements you associate with a gym but in a subtle stylized way
What industry do you think your business is most related to?
What do you have in mind for the style and theme of the WordPress theme?
The websites main goal is to attract new customers.
Most people will either come with no idea about CrossFit or an idea which is formed by videos on youtube (mostly depicting extremes whether they be good or bad) or hear say.
The website should guide people through a "story" that shapes or reshapes their idea about CrossFit.
The conclusion should be that CrossFit is suitable for athletes of all levels. It is a sport that challenges you every time and pushes you to expand your limits (not someone else!)
It does so by letting you move your body in varying functional movement patterns executed at high intensity.
The training program is well thought out to create a fitness that is allround and inclusive. It prepares you for life; the unknown and unknowable.
The coaches are experienced and dedicated to make you better every time you come. You will get fitter then you thought possible in a safe and fun way.
The website could start with a button for a free trial lesson, immediately followed by a slide show with different quotes from customers. If you click on it you will go to the complete testimonial.
After this you should come to the vision of Vastberaden. It might be nice to combine this with the introduction of the trainers. To make it more personal.
After this the option for a free trial should be offered again
Only after the previous described parts are shown the subscriptions and class schedule are shown.
Overall the website should have a very clean feel. The use of big pictures in the back ground or between different parts of the story would look nice I think.
It should not feel like your typical CrossFit box website. Less stereotype and more stylish.
In the gym we only work with the best materials (eleiko, rogue etc) and we have nice clean spacious dressing rooms. Inhouse we have a coffee bar that imports and roasts its own beans and serves good quality food.
The website should reflect that aim for the highest quality in every detail.
The logo is not finished yet but it will be a stylized version of the shield of amsterdam. It will contain the colors red, black and white. Perhaps gold for the banner with the gym name.
All colors will be more matte then bright.
All described in visual style section
What to avoid
No kettle bells, skulls, loud typography, blood, , pictures depicting only half naked muscular man and women, distressed letters or elements,
Everything you expect from a crossfit box site.
The attached logo is a sketch I made myself. Not the final version.
Lettering and style will be of the Amsterdamse School. Which is the dutch Art Deco. It is a bit more gloomy.