Basic Fit Gym 
Experience design for a new womens’ gym concept with a modern interior and user-friendly zoning, where women can exercise on their own terms.

How can we evolve Basic Fit Ladies gym into a more contemporary, comfortable and premium experience, elevating brand perception amongst new and loyal customers?
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.

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.

My Role

︎ Customer and market research
︎ Customer experience concept
︎ Customer journey mapping and zoning
︎ Touchpoints concept
︎ Communication and wayfinding concept

Press Mentions
︎ Metro Nieuws
︎ Het Parool

Made as part of a team at FutureBrandUXUS