About the client
Workout is a growing network of fitness clubs in Kazakhstan, positioned in the mid-range segment of the market. The brand combines accessible membership prices with modern facilities, professional trainers, and a broad range of individual and group fitness programs.
Challenge
Kazakhstan’s fitness industry has been growing rapidly, bringing new gym chains and franchises into an increasingly competitive market. With more options available, price alone is no longer enough to attract potential members.
The challenge was to help Workout stand out by clearly communicating its value: competitive membership offers, quality facilities, professional coaching, and a wide variety of group programs. The landing page needed to turn interest generated by the marketing campaign into a clear understanding of the offer — and ultimately into a lead.
My role
I worked alongside the campaign marketer to define the landing page structure and conversion journey. I owned the design based on Workout’s existing brand guidelines, Webflow development, responsive implementation, lead form setup, HubSpot integration, and ongoing website support throughout the campaign.
Building the journey
Inform first. Sell second.
I structured the page around the user's decision-making process rather than simply listing everything the fitness club had to offer. The experience first introduces Workout and establishes its key advantages, then presents the premium membership and its benefits before moving the user toward the primary conversion point. The hierarchy, messaging, visual rhythm, and calls to action were designed around one clear objective:
Turn initial interest into intent — and intent into a lead.
Design & Webflow
From layout to production
I was responsible for both the visual design and the Webflow implementation, allowing me to take the landing page from initial structure to a production-ready responsive experience. The result was a focused campaign experience designed around the offer rather than a simplified copy of the company's main website.
Connecting design to the marketing stack
The form wasn't the end of the journey
The final conversion point needed to connect with the client's existing lead-management process. I configured the forms and integrated the landing page with the client's HubSpot setup, ensuring submitted leads were passed into their existing marketing workflow for further processing by the team. This completed the journey from campaign traffic to an actionable lead:
Campaign → Landing page → Form → HubSpot
The outcome
Built for a campaign, not forever
Workout was intentionally created as a temporary campaign landing page rather than a permanent part of the company's main website. Once the campaign ended, the production version was taken offline. I preserved the project on my Webflow staging environment as an archive of the original experience. The project demonstrates a workflow I frequently use for marketing websites: understand the offer, structure the customer journey, design the experience, build it in Webflow, and connect the final conversion to the client's marketing infrastructure.