As a company grows and changes, its digital experience must evolve as well. At Acquia Engage 2017, Chris Lavoie, vice president of information systems, and Kate King, digital marketing manager, at Planet Fitness explained how they relaunched the company website to provide members with a more engaging, modern experience.
Since its founding in 1992, Planet Fitness has grown to become one of the largest fitness brands in the U.S. The company’s digital needs changed drastically as it grew to serve more than 10 million members at 1,400 locations in four countries. The site had to offer a more tailored user experiences than ever before.
“Our original website was static,” Lavoie said. “There were no opportunities for member engagement. It featured limited content and was not optimized for mobile. If a franchise manager wanted to promote a flash sale at midnight, someone needed to get online and push out the content at midnight.”
The digital team partnered with Acquia to address the three major challenges with its digital presence: member experience, content creation and franchise customization.