Before
After
More Than Muscle: from zero conversions to £26,000 in a week, a walkthrough of what we did, and why it worked.
When More Than Muscle (MTM) approached us about their website, we could see they had pretty solid marketing, they were attracting plenty of traffic and had testimonials and awards to prove it. But their site? Not a single conversion. Niet Nada, Nothing.
Fast-forward eight weeks and we launched their new site, built on the back of a massive effort by MTM and their clients. Solid design, grounded in strategy, by the end of the first week, they’d signed 10 new premium clients. That’s £26,000 in revenue. So how did we do it? And how can you apply the same thinking to your own brand?
The redesign.
Being able to look at a site like this is valuable, it's easy to see if the brand looks coherent,
The opportunity
The Original site
MTM believes in creating a fun and supportive coaching experience that focuses on building strength, confidence, and meaningful change. Their friendly expert trainers are there to guide clients with personalised programs that not only boost physical fitness but also improve mindset. They are all about helping individuals become their strongest selves, both inside and out! Whether someone is just starting out or looking to level up their training, they have their clients' backs every step of the way!
Their offer is: Lose 5-10kgs in 12 weeks or your money back
The problem was that their site didn't reflect their dedication, values, or their clients' aspirations.
The Brief
The brief was to align their brand with their vision; to become distinctive and deliver a high-conversion site.
At that point, they were largely unbranded, so we needed to create a brand that would move them from a low-value, local position to a high-value, more aspirational one.
The plan: to move their brand from credible to compelling.
To align their brand with their vision and to become distinctive. At the time, they were more or less unbranded, so we needed to create an identity that moved them from a low-value, local position to a higher-value, aspirational one. Once they transitioned from an unbranded to an emerging brand, the next step was to consolidate and become a truly differentiated brand. This would allow them to occupy a clear market position with little or no competition, and potentially expand by building an empire of small studios or targeting a high-net-worth niche.
Discovery
So, where did we begin?
To align their brand to their vision, to become distinctive.
At the moment they are pretty much unbranded, so used to create a brand that move them from a low value local quality position to a high-quality value position. When they've moved from being a branded to an emerging brand, then consolidate the position and be a proper brand, overtime with work they will become differentiated. That means there will be a clear space that they occupy whether there is little or no competition at this point they can either start building an empire of small Studios move themselves into a niche targeting high net worth individual individuals.
A good place is to start here, working out roughly where we are and where we need to go
The brand positioning
At MTM, we exist to deliver lasting results. We combine high-impact training, smart nutrition, and in-depth behavioral coaching to help individuals lose weight quickly, build strength, and establish lasting habits. It’s not about fads or quick fixes; it’s about transforming your body and mindset, fast, and sustaining it for life.
SWOT analysis: MTM
A SWOT analysis is a straightforward way to take a step back and examine your business clearly. It helps you spot your Strengths (what you’re great at), your Weaknesses (areas that need work), the Opportunities out there to grow, and the Threats that could get in the way. By laying it all out, you get a clearer picture of where you stand and where to focus your energy next.
Strengths
Clear and compelling offer: the 12-week transformation with a money-back guarantee is bold and highly marketable, demonstrating confidence and offering a clear outcome.
Personalised approach: tailored plans (both in-gym and online) allow them to meet diverse client needs and build trust through individual care.
Strong niche positioning: focus on strength, transformation, and confidence (especially for women) sets them apart from generic gyms.
Multi-channel delivery, which combines online and offline formats, enhances accessibility and expands reach.
Weaknesses
Perception of risk (guarantee): while compelling, the money-back promise could raise scepticism or attract the wrong kind of customer (those not fully committed).
Dependence on key staff: The personal nature of the offer means success hinges heavily on the trainers, limiting scalability and consistency.
Limited brand awareness: The brand still feels boutique, with inconsistent visual coherence and messaging across channels.
Opportunities
Capitalise on social proof: transformation stories and before/after case studies could powerfully drive trust and conversions.
Target niche segments: strong potential to grow female-focused or life-stage-specific programmes (e.g., postnatal, midlife).
Expand FitClub or satellite locations: Group training and franchised models can offer scalability while maintaining a consistent culture.
Elevate content marketing: educational and lifestyle content (especially around mindset, nutrition, and long-term habits) would deepen engagement and position them as thought leaders.
Threats
Highly competitive market: the fitness space is saturated with promises of transformation; standing out requires consistent branding and strong social proof.
Economic pressures: as a premium service, they may face resistance during cost-of-living squeezes, especially for in-gym training.
Regulatory or legal risk: money-back guarantees linked to weight loss may require careful wording to avoid complaints or regulatory scrutiny.
The Brief
The brief was to align their brand with their vision; to become distinctive and deliver a high-conversion site.
At that point, they were largely unbranded, so we needed to create a brand that would move them from a low-value, local position to a high-value, more aspirational one.
The plan: From credible to compelling.
To align their brand with their vision and to become distinctive. At the time, they were unbranded, so we needed to create an identity that moved them from a low-value, local position to a higher-value, aspirational one. Once they transitioned from an unbranded to an emerging brand, the next step was to consolidate and become a truly differentiated brand. This would allow them to occupy a clear market position with little or no competition, and potentially expand by building an empire of small studios or targeting a high-net-worth niche.
Mission vision positioning and purpose, A brand’s purpose is more than a mission statement; it’s the reason people choose you over anyone else. At its best, purpose acts as a benefit — giving customers confidence, meaning, or belonging. It shifts a brand from “what we sell” to “why it matters,” creating loyalty that outlasts price, features, or fashion.
Our achievements start with teamwork.
We’ve been fortunate to collaborate with some truly exceptional people, clients who value partnership as much as we do. It’s this shared commitment that turns good ideas into lasting success, and this is where the magic happens, when creatives and clients work together toward a shared goal.
The best results emerge from open conversations, mutual trust, and a clear vision that everyone shares and believes in.
Our achievements start with teamwork.
We’ve been fortunate to collaborate with some truly exceptional people, clients who value partnership as much as we do. It’s this shared commitment that turns good ideas into lasting success, and this is where the magic happens, when creatives and clients work together toward a shared goal.
The best results emerge from open conversations, mutual trust, and a clear vision that everyone shares and believes in.
Our achievements start with teamwork.
We’ve been fortunate to collaborate with some truly exceptional people, clients who value partnership as much as we do. It’s this shared commitment that turns good ideas a lasting success, and this is where the magic happens, when creatives and clients work together toward a shared goal.
The best results emerge from open conversations, mutual trust, and a clear vision that everyone shares and believes in.
Our achievements start with teamwork.
We’ve been fortunate to collaborate with some truly exceptional people, clients who value partnership as much as we do. It’s this shared commitment that turns good ideas into lasting success, and this is where the magic happens, when creatives and clients work together toward a shared goal.
The best results emerge from open conversations, mutual trust, and a clear vision that everyone shares and believes in.
Our achievements start with teamwork.
We’ve been fortunate to collaborate with some truly exceptional people, clients who value partnership as much as we do. It’s this shared commitment that turns good ideas into lasting success, and this is where the magic happens, when creatives and clients work together toward a shared goal.
The best results emerge from open conversations, mutual trust, and a clear vision that everyone shares and believes in.
Our achievements start with teamwork.
We’ve been fortunate to collaborate with some truly exceptional people, clients who value partnership as much as we do. It’s this shared commitment that turns good ideas into lasting success, and this is where the magic happens, when creatives and clients work together toward a shared goal.
The best results emerge from open conversations, mutual trust, and a clear vision that everyone shares and believes in.