The Challenge

Undisputed MMA is a boutique mixed martial arts gym in Toronto with a loyal following and a strong in-person community. However, their website had not kept pace with their brand evolution:

• The existing site was outdated and visually inconsistent with their modern, high-energy identity.

• It was difficult to navigate, especially on mobile devices.

• There was no integrated online booking or payment system — an increasing pain point as more members sought digital-first experiences.

The gym’s leadership team wanted a modern, on-brand, and user-friendly website that would:

• Reflect their unique community and brand values

• Allow users to easily book classes online

• Accept online payments

• Perform well on mobile

My Role

I led the redesign project from discovery through delivery, overseeing:

Stakeholder alignment: Facilitated vision workshops with the gym owners to define goals, target users, and brand tone.

• UX research: Conducted light competitive benchmarking to identify best practices in fitness and boutique gym websites.

• Project planning: Built and managed a clear project timeline to align with the gym’s seasonal marketing calendar.

• Design management: Partnered with a web designer to create high-fidelity prototypes and establish a scalable design system.

• Vendor coordination: Identified and integrated the appropriate online booking and payment system that met budget and functionality needs.

• Content guidance: Supported the client in optimizing key content (class descriptions, instructor bios, testimonials) for clarity and conversion.

My Solution

The redesigned site features:

• A modern, mobile-first design aligned with Undisputed MMA’s brand aesthetic

• Clear navigation and simplified class schedule experience

• Integrated online booking for classes and trial passes

• Secure online payment capability

• Optimized SEO-friendly structure to support organic traffic

• Streamlined admin workflow for gym staff to manage class rosters and bookings

  
  

  
  

  

Results

Transformed user experience:

• Site bounce rate decreased, and users were able to book classes seamlessly across devices.

Increased conversions:

• Online booking adoption grew significantly within the first month of launch.

Operational efficiency:

• Gym staff reported time savings from automated booking and payment processes.

Brand alignment:

• The new site reinforced Undisputed MMA’s position as a top boutique MMA gym in Toronto, supporting both retention and new member acquisition.