People practicing dancepeople at a dance practice

Glofox —

Creating a dynamic and scalable design language to help power the future of fitness with Glofox.


The #1 fitness management software that is on a mission to build a healthier world.

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Dublin, Ireland



Company size

101 — 250 employees



Services we provided

  • Visual identity design
  • UX research
  • Website design
  • Design system
  • Illustrations
  • Animations

The client

Glofox is powering the future of fitness. It’s an innovative gym management software enabling fitness businesses to retain and build revenue. They are a venture-backed product-led SaaS company that is in hyper-growth. Along with their ever-growing client base that numbers more than 3,000 gyms, 1 million daily users, and spans over 60 countries, their team is dedicated to powering the fitness industry with digital solutions.

The challenge

Glofox partnered with BB Agency with a request to position them as a market leader for fitness business management software that resonates with both boutique fitness studios and large fitness franchises. In addition, we needed to improve the visual look and feel of the website, increase conversion rate and improve the showcase of customers and Glofox software.

The solution

BB Agency revitalized Glofox’s visual identity and website with the focus on accommodating both the SMB’s and Enterprise-level businesses. The design language needed to be modern, dynamic, and scalable to set up Glofox for the next step in its hyper-growth.

To educate our design thinking, our UX team carried out a combination of quantitative and qualitative analysis based on the extensive information about how people were using the website. We defined a series of key insights for Glofox and recommendations for improving the website’s overall user experience, navigation, and information architecture.

Glofox logo
Glofox app icon next to other apps on the phone
Glofox man with a ball
Glofox web design elements
Glofox water bottles simulation by BB Agency
Glofox web elements

Strategic visual evolution.

To become a public company with the largest market share of gyms globally in the next ten years, Glofox needed a profound and dynamic design language to continue its growth properly.

Glofox’s visual identity has been completely transformed with a new typeface, color palette, and illustration style to breathe passion, innovation, and consistency into the brand.

To add dynamism, scale, and structure to our graphics, we’ve developed a series of geometric patterns that can be used to emphasize a sense of movement in our messaging.

The new and improved visual identity has been carefully designed to accommodate independent and boutique fitness studios and large fitness franchises.

Glofox typeface
Glofox website design elements
Glofox color palette
Justuno patterns
Glofox canvas tote bag and hoodie simulation by BB Agency
Glofox Facebook post template by BB Agency
Glofox website elements
Glofox smaller illustrations
Glofox custom illustrations
Glofox LinkedIn page mockup
Glofox visual identity guidelines

UX audit and research process.

We measured and analyzed extensive information about industry competitors and how people were using the current website during our UX audit process. This included retention and referral data, charting typical user flows, reviewing heatmaps of the most engaging areas of the site, and examining the stages of the process where client acquisition most often failed.

The newfound data helped us suggested a revised navigation structure and general improvements on primary touchpoints like homepage, business types, solutions, and pricing page. Analytical summaries helped educate our decision-making while creating new and improved information architecture and wireframes.

Glofox analytics summary
Glofox user behaviour
Glofox suggested improvements
Glofox post - pandemic summary
Glofox wireframes

New design language and website architecture.

Our goal was to improve the visual look and feel of the website, increase conversion rate and improve the showcase of customers and Glofox software. In addition to that, the new design language needed to focus on accommodating both the SMB’s and Enterprise-level businesses.

Building an experience of community and inclusion is paramount to the Glofox brand. The new design language echoes Glofox’s vision of working together to power the fitness industry for the better. We strive to use human-centric, natural, and realistic images of group activities, mentoring sessions, and personal training workouts to convey this sense of community.

We created over 30 pages and 100 unique visuals to improve product features’ communication and added testimonials, resources, and ratings to support the proposition.

To support Glofox’s hyper-growth, we created a design system to help their marketing team achieve consistent results by following guides on typography, colors, components, spacings, and modules.

Glofox website - various pages
Glofox website on a laptop
Glofox app
Glofox website
Glofox website
Glofox website on a phone mobile version
Glofox website elements
Glofox website detail
Glofox custom iconography
Glofox website - various pages
Glofox app various pages
Glofox website elements
Glofox website
Glofox design elements and guidelines

The result.

After 4 months of close collaboration and teamwork, we successfully modernized Glofox’s visual identity, improved overall user experience, simplified the information architecture, and designed all the visuals used on the new website, as well as created a system around patterns, visuals, colours, typography, modules, and components in general.

Glofox launched in July 2021, with the development done by their in-house team. We’re looking forward to our future collaboration.


Total raised in funding so far


Daily users enjoing Glofox products

Our services


  • Identity development
  • Digital and print collateral
  • Brand guidelines


  • Competitive benchmarking
  • Customer research and data analysis
  • Information architecture
  • Wireframes

Digital experience

  • Marketing website
  • Design system
  • Interactions and animations
  • Illustrations
Stripe logo

“Glofox offers Stripe-powered financing to help gyms adapt and grow”

— Stripe

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