Basecamp Fitness

Status:

• 73% faster studio location discovery
• 3.5x improvement in conversion rate‍
• 108% reduction in time spent on content update

Basecamp Fitness (known outside the U.S. as Sumhiit Fitness) is a high-intensity interval training brand owned by Self-Esteem Brands, which also owns Anytime Fitness.

Basecamp Fitness had rapid expansion plans and a digital experience that would match its unparalleled growth. However, the challenge was that their partially built Webflow website was stuck in limbo, missing critical features, lacking advanced tracking, and making updates a hassle for their small marketing team.

That’s where Shadow Digital’s expertise stepped in.

With the complex tasks of completing the website, integrating new tools that were a must, and ensuring long-term scalability, we knew this project wasn’t just about fixing a website.

It was about fueling a fitness empire’s digital future.

Dealing With Digital Roadblocks

Even if its front-end design was sleek, the Basecamp Fitness website was far from functional. Several roadblocks prevented a major growth shift.

Basecamp needed a system that allowed users to easily find their nearest gym, so a dynamic location search was missing. They also required precise analytics to track every user interaction, but even if they had significant marketing investment without a solid tracing system, they were flying blind.

Their small marketing team making content updates (new locations, promotions, gym hours) had to be fast and intuitive. They couldn’t afford to depend on developers for every change.

It was clear that Basecamp needed speed, intelligence, and scalability in its digital ecosystem.

Solution That Goes Beyond

We knew the solution had to be precise, focused, and growth-ready.

So, we act on our holistic approach, balancing advanced functionality with user-friendly design. We focused on four key areas:

1. Dynamic Location Search

We built a custom solution that includes both a widget and a dedicated search page.

Leveraging Webflow's CMS capabilities combined with Google geolocation API and Mapbox, our dynamic tool not only provides an interactive map with advanced radius-based filtering, but also offers intelligent suggestions and autocomplete functionality as users enter their zip code or address.

This dual approach ensures that users can quickly and accurately find the nearest Basecamp Fitness studios.

The result? Faster gym discovery and a smoother user experience.

2. Advanced Tracking & Analytics

Because Basecamp Fitness lacked data, we implemented Segment with custom event tracking and user identification to create cohesive user journeys across the site. This helped them develop funnel optimization strategies, reduce drop-offs, and improve conversions.

With this implementation, Basecamp got real-time visibility into how users interact with the website.

3. Webflow CMS for Ultimate Flexibility

We used Webflow’s CMS to power every part of their website—from promotions to gym operation hours—ensuring updates are as seamless as they are fast.

Easy updates, including structured class naming and modular components, become a part of their daily routine.

4. AI-powered chatbot for Lead Generation

Basecamp Fitness was ready to keep up with the best of the digital world, so we designed and deployed an AI chatbot on their website. The chatbot interacts with users, answers questions, and captures leads, integrating their form submissions with Basecamp’s marketing pipeline.

We optimized Basecamp’s website for mobile users, ensuring fast, intuitive gym searches on the go. With a seamless location search, one-tap navigation, and a responsive AI chatbot, finding a nearby studio is effortless anytime, anywhere.

Execution & End-To-End Collaboration

To make their vision work, the collaboration between Shadow Digital and Basecamp’s marketing team had to be perfect. We handled the technical heavy lifting—finalizing the Webflow build, implementing integrations, and ensuring best practices.

Basecamp’s marketing team provided brand assets, defined user flows, and tested new systems to ensure a flawless user experience.

With regular check-ins, training sessions, and documentation, we empowered the Basecamp team to manage their website confidently after launch.

Despite the project's complexity, the transition was smooth, fast, and incredibly effective, proving that a great digital experience means teamwork.

Top Results For a Long-Term Impact

The results? A faster, smarter, and more flexible website that delivers real business impact:

• Seamless User Experience: The dynamic search tool lets users find their nearest studio instantly.
• Data-Driven Decision Making: Basecamp can pinpoint where users drop off and fine-tune their marketing strategies with comprehensive analytics.
• Scalability & Agility: Using Webflow CMS, Basecamp can add gyms, update promotions, and refine content in minutes instead of days.
• New Conversion Channel: The AI chatbot actively captures leads, giving Basecamp a competitive edge.

Ongoing Partnership: More Than Just a Website Fix

Shadow Digital’s partnership with Basecamp Fitness didn’t end at launch. We continue to support their growth by optimizing tracking and analytics to refine conversions.

We refined their online presence by involving additional feature rollouts, such as deeper personalization and new automation tools. Our training and support practice ensures Basecamp’s team remains confident in managing its digital presence.

For Basecamp Fitness, this wasn’t just a website fix; it was the foundation for long-term digital success with a trusted partner holding their back.

Do You Need a Reliable Partner? Contact Shadow Team Today!

We love beautiful designs, but we aim to build you a highly functional website that will work hard like you do.

Whether you need to optimize your existing Webflow site, integrate advanced features, or migrate to Webflow, we’ve got your back.

Book a 30-minute discovery call and see how we can optimize your Webflow site for growth & conversions.