The Yard Fitness

The Yard Fitness. A blended and unique approach to maximum gains using prison-inspired workouts in cardio, weight lifting and calisthenics.

When you think of the epitome of muscular fortitude, a prison-bod might come into mind. While doing time, they work out and make some serious changes.

I wanted to incorporate the same regiment, but without the time behind bars. The Yard Fitness is mainly for men of any age and body type. It is meant to be a place to make buddies, exercise without any extra baggage to cut membership prices without skipping on the essentials.

For research, I looked at 10 gyms to see what they had in common and what I could gain. I looked at the top navigation labels, cookies, main and secondary CTA's, main copy, image type and placement, accessiblity features and colors (orange, black and white are synnonomous with prison).

Got some feedback, and toned down the whole 'prison' thing. I changed it to a them and not a setting. I looked at my personas and found some of the major needs they're looking for - change, skepticism and effectiveness. I used these keys in my writing. I also wanted to make the secondary text more punchy and used alliteration 'cap... quick... prison / inspired (the 'ins' sound).

Not sure about the images I put below the text, I feel like it's a bit too busy. I wanted the user to learn more and to know what are the exercises The Yard uses.

Thank you for the feedback. It really helped.