The problem
The challenge
Fit Farm is outdoor group fitness on a working farm in Papplewick, north of Nottingham. Sessions run across open fields and a barn, and the draw is the crowd as much as the training.
Most gym websites sell equipment, class volume and transformation photos. None of that applies here. A generic fitness template would have flattened the whole thing.
The practical problem was simpler. Someone thinking about their first session in a field wants to know what actually happens, where the farm is, and how to book. Answer that badly and the atmosphere never gets a chance.
Our approach
What we did
We built it photo-led, around the place itself. No stock fitness imagery, just the farmland, the barn and the group mid-session.
The structure follows how a newcomer thinks. What is this, what's a session like, where is it, how do I start. A "morning down at the farm" gallery shows the group mid-session, so a first-timer can see exactly who they'd be training alongside before they turn up.
Booking takes about a minute. Built mobile-first, because checking session times and directions to a farm happens on a phone.
