One system -- local adaptations? Here's how we fixed it for Family Sports Club
When the 60-center fitness chain came to us and wanted new websites, it was with a clear challenge: How can each individual fitness center manage its own digital information from our common system?
Local races, less friction -- and more flexibility
All 60 centres in the Family Sports Club group have a different profile. They have various offers, prices, target groups, employees and opening hours. Before they came to us, it was almost impossible for each individual center to conduct targeted communication with its own customer group. They wanted local races, less friction -- and more flexibility. We proposed a preliminary project, but the customer declined. They just wanted to know: Can it be fixed, and can Increo do it?
Ready, done, sprint
Our answer was of course we can. We started quickly by drawing up an MVP: How do we solve this best technically? To ensure both flexibility and ease of use, we outlined the proposal for a headless solution. This is how we could apply the best possible technology to each field: WordPress for content, Laravel for API, and React for frontend.
After a few rounds, the customer had no doubt that this was possible. The starting shot went -- and the sprint was on. Two days a week we had quarter-long “standups” where we clarified small things, and every other week we had larger delivery meetings: What's the status? What have we produced -- and where does the next sprint go?
Family Sports Club had a process with several potential suppliers, but we quickly became fond of Increo and their solution proposals. The proposal showed a good solution to the requirements specification, where they helped us think of a good long-term solution.
- Jamie Sorensen, Family Sports Club
Sprint as a process
This working methodology ensured that everyone was on the ball at all times. No one doubted what the others were up to. There have been quick clarifications rather than piling up big and delaying “soups.”
And perhaps most importantly: With many smaller but intense sprints, we never risk ending up in a dead end. When we adjust the course on an ongoing basis, we never drive wrong. It lets us work smarter, and it allows for implementing more good ideas as they emerge.
We at Family have found it easy and neat to work with Increo. The project team has consisted of skilled people with good working methodology and structure. We are pleased with the project and look forward to further cooperation.
- Jamie Sorensen, Family Sports Club
A to Z delivery
Our main task was to facilitate the end customer being able to feel the local belonging to “their” training center. There are many small elements that work together: For example, if you check the opening hours of a fitness center in Arendal, and then press “Become a member”, Arendal is already selected as your preferred center in the menus. With moves like this, we help customers through the local races — and remove friction in the processes.
At the same time, UX and SEO, analytics and development have all worked closely together. We have moved, simplified and optimized content to strengthen and clarify the impression of local entities. People from each of the 60 centres were, of course, offered training on how to make changes on their own website. This is how we have effectively decentralised the entire communication of a national group — and we are quite proud of that.
And whether it was the working methodology, the close cooperation with the customer, our expertise or just luck, is unknown, but the launch became the most painless we have ever experienced: the customer, who had postponed the launch day to phone storm, instead contacted us. Why is no one calling and having problems?
