Since opening its first studio in West Hollywood over 2 decades ago, Barry's Bootcamp has been steadily growing its global footprint and clientele to position the brand as "The Best Workout In The World." As the originators of the high intensity interval training group fitness classes, Barry's is now one of the largest studio fitness brands with over 100,000 members taking classes weekly.
Over the course of 6 months, I worked closely with the Barry's Bootcamp team to establish a cohesive digital system that supports the brand’s global expansion, promotes a sense of community in and out of the studio, and increases overall class bookings.
This also includes creating an e-commerce experience to support their growing apparel line and collaborations with brands like Lululemon and Balmain. Shopify has called this work one of "The Best Brand Storytelling Examples from Fashion Ecommerce Websites"
01 — Closing The Knowledge Gap
The new site is strategically positioned to give ample information about the communal aspect of Barry's Bootcamp, allows for deeper exploration of the workout, and provides an immersive First Timers guide to help potential clients know what the first class entails.
Dedicated hubs were created to further this "local but global" aspect of Barry's Bootcamp through the blog, events, and interactive studio pages.
02 — Establishing a Global Booking Experience
Barry's Bootcamp caters to clientele in over a dozen different countries. To ensure that each of these clients has an optimal booking experience, a custom booking flow was designed for easy navigation on all devices. Intelligent location remembering, a custom country selection process, and a progressive multi-step flow were a few of the components integrated into this overall experience.
In addition, a truly modular design system was created to allow for fast changes on a global scale. Modular components, reusable templates, a consistent UI guide, and a smooth motion framework empower the Barry’s Bootcamp team to make edits and changes without the fear that their brand will be diluted.
03 — Extending to E-Commerce
I also helped extend the visual system to the retail arm of the Barry’ Bootcamp brand by architecting the strategy and design for Barry’s Bootcamp Store.
This also includes designing for unique collaborations and one-off campaigns. These unique campaigns include an online auction that benefits charity by selling one-of-a-kind apparel created by Balmain creative director, Olivier Rousteing and an interactive landing page to highlight their collaboration with athleisure brand, Lululemon.