Fitclub

The challenge

The platform serves four audiences with genuinely different stakes: clubs, coaches, physios and athletes. A club is buying squad-wide risk management, a physio is buying rehab data, an athlete is buying their own performance.

Most B2B pages resolve this by writing for everyone, which produces copy so general it persuades nobody. The alternative — four separate entry points buried in a menu — asks the visitor to self-select before they know what the product does.

What I built

The design keeps one shared promise and lets the audiences branch off it visually. "Personalized training powered by AI" holds the whole proposition, with the supporting line naming the two outcomes every segment cares about: unlocking peak performance, and adapting training and rehab to prevent injuries. Injury prevention is the shared anxiety across all four groups, so leading with it earns attention regardless of who is reading.

The four audiences are then surfaced as numbered hotspots anchored to points on an athlete’s body — clubs, coaches, physios, athletes. That does something a nav dropdown cannot: it signals segment-specific depth without fragmenting the page, and it maps each audience to a physical point of interest so the interface itself communicates that the product works at body level.

The palette is near-black with a single electric blue accent, keeping the diagnostic overlay legible against monochrome photography. Two calls to action split by readiness — book a meeting for the decided, discover more for the researching — and a scroll cue signals there is more below.

Outcome

One page holds a single clear promise while still signalling depth for four distinct buyers, without splintering into four generic ones.