HCI Sports & Fitness operates as a large, high-traffic facility with thousands of members, many program types, and a constant flow of prospects, families, athletes, members, and staff moving through the business. The digital experience needed to reflect that scale while making the facility easier to understand and use.
I led the digital rebuild across the website, membership journey, program discovery, schedules, member access, digital passes, kiosk check-in, campaigns, lead capture, CRM handoffs, and brand communication. Each touchpoint had its own constraints, but the work was built around one connected service journey.
The system now gives HCI a clearer foundation for acquisition, conversion, access, program growth, member communication, and operational follow-through. The first launch produced measurable proof: +98% year-over-year site views, +113% year-over-year visitors, a 1.7% lead rate, and 92% follow-through.