Planet Fitness

Over a multi-year effort we helped Planet Fitness create an end-to-end digital experience focused on flexible, frictionless experiences that meet consumers wherever they are in their fitness journey. 

Informed by customer segmentation and brand research, our process prioritized key features that underwent extensive quantitative and qualitative tests with gym members and prospects. The work included an innovation track focused on an AI virtual trainer, redesign of their workouts app and website, and an overhaul of their global design system.

Lead Product Designer

Role

Product Design, UI + UX
Native App
Agentic AI
User Research
QA + Testing
Prototyping
Full Feature Delivery
Design System

Focus

Creative Directors
Product Managers
Product Designers
Copywriters
Strategists

Collaborators

Huge

Agency

1.7M increase in members

83% increase in workouts

50% increase in daily users (8.5M)

4.8/5 app rating (+20% increase)

WORKOUTS APP IMPACT

3 Quantitative Surveys 

3 Qualitative Research Rounds

4 Workshops

43 Design Concepts

4 Clickable Prototypes

5,000 Customers Surveyed

1million+ increase in members

Webbys Anthem Awards Silver

Creativepool Silver

WEB REDESIGN IMPACT