Digital Marmalade has been tasked with improving all aspects of Fusion Lifestyle’s digital presence. Following a series of workshops with Fusion’s staff, partners and customers a digital road map was produced. The first phase was to generate more online leads, which we did through a series on successful online marketing campaigns and product microsites.
The second phase, this one, is to enhance Fusion’s online websites. Fusion Lifestyle run over 100 leisure centre centres throughout England. Each leisure centre ‘belongs’ to a specific local authority and as such has specific branding requirements.
Fusion’s old centre sites had to go – they were very outdated, not only in terms of design, usability and lack of mobile friendliness, but also in terms of the clunky, inflexible content management system they were built on.
The new leisure centre websites are now being rollout across all sites, starting with Golden Lane Sport & Fitness, with all the others progressively going live in the near future.
The sites have been designed to look great on all devices and all customer journeys have been carefully considered so all types of users can easily find what their local centres have to offer. Each screen has clear calls to action, to encourage customers to purchase memberships or make online bookings. Activities and facilities can be found easily through multiple routes, and plenty of promotional space allows Fusion to push key marketing messages and promotions with ease.
Behind the scenes, all 100 plus centres are managed through a custom content management system built on the Marmalade Suite. A lot of thought and effort has gone into making the management and branding tools as intuitive, scalable and flexible as possible.
The next phase following the rollout of the centre sites is to produce local authority hub sites, then to improve the booking and management processes to improve the conversion rates.
Stay in touch and we’ll keep you informed of the progress, as there's much more to come!