![](https://freight.cargo.site/t/original/i/5da959d2b6f6b750fc161e41e0919f1165faccd4ae8be7b814543ac9c40bf7e6/UXUSbasicfitladies_056V2_402c00bd61f87d5c7d81683af6f1ac16.jpeg)
Brief
How can we evolve Basic Fit Ladies gym into a more contemporary, comfortable and premium experience, elevating brand perception amongst new and loyal customers?
Concept
Combining the comfort of one’s own home, a user-friendly zoning plan and an elevated interior palette, we created a space for women to exercise on their terms, the 'Home of Fitness', repositioning Basic Fit’s womens’ gyms as innovative, contemporary and premium.
![](https://freight.cargo.site/t/original/i/a1f4b8eacd9ddcfbd30407abdc2b20234b2b22f157334bd1cf26340c7f8c5bcd/UXUSbasicfitladies_178V2_402c00bd61f87d5c7d81683af6f1ac16.jpeg)
Experience
The 'Home of Fitness' is a user-friendly, and social space, ensuring a welcoming, positive and comfortable experience for new and existing members.
The new zoning plan encourages exploration and creates a low-barrier experience. The guided, semi-guided fitness zones and social zones are positioned at front of the space, creating a welcoming first impression.
Self-led fitness zones for more confident members are located towards the back of the space.
The interior design combines domestic touches with a contemporary colour palette to create a space that feels warm yet essential, with signage and wayfinding providing motivation and guidance.
The new zoning plan encourages exploration and creates a low-barrier experience. The guided, semi-guided fitness zones and social zones are positioned at front of the space, creating a welcoming first impression.
Self-led fitness zones for more confident members are located towards the back of the space.
The interior design combines domestic touches with a contemporary colour palette to create a space that feels warm yet essential, with signage and wayfinding providing motivation and guidance.
![](https://freight.cargo.site/t/original/i/c0b91b9286be3b111a11c412e10aaf97567d7681eefc121cf5880088fca8f108/UXUSbasicfitladies_116V2_402c00bd61f87d5c7d81683af6f1ac16.jpeg)
![](https://freight.cargo.site/t/original/i/d18d1d3ec4e50cca012e701ea3c8ed002f741703af5993b00c33f8d82438f244/UXUSbasicfitladies_194-2V2_402c00bd61f87d5c7d81683af6f1ac16.jpeg)
![](https://freight.cargo.site/t/original/i/1b20f653d37e9050ffddc58b7ab63571b910fa43ad2c68df527e4a1f65a58fd7/UXUSbasicfitladies_257V2_402c00bd61f87d5c7d81683af6f1ac16.jpeg)
![](https://freight.cargo.site/t/original/i/5d97d7057dcd013af6149f6d10be502588fa79bc0ef6c93df98e12970032f63f/BasicFit-Ladies-Gent---05.07.2019-5-2-edit.jpg)
Press Mentions
Credits