Gap 01 · Hero
No Emotional Authority Above the Fold
“Gym Equipment Manufacturer UK” — a search term, not a brand statement. A company that fit out Third Space and Tottenham Hotspur deserves a hero that stops people cold. The original does not.
Website Redesign · Conversion Architecture · Growth Systems
propellerai.io · Growth & Automation Studio for Health, Fitness & Wellness
IndigoFitness has been building extraordinary training spaces since 1996. Third Space. Tottenham Hotspur. The military. Hotels. Schools. Elite sports clubs. Nearly 500 projects across seven sectors. Thirty years of manufacturing strength equipment in Britain.
The portfolio is exceptional. The heritage is real. The gap is between what IndigoFitness has built — and what their website has been telling the world about it. That is the gap we addressed.
“The brand has the proof. The site needed to present it — not bury it.”
Training spaces delivered across the UK
Sectors served — yet each treated the same on the old site
Sections on the original homepage that named Third Space or Tottenham Hotspur above the fold
Ten specific gaps were costing IndigoFitness trust, leads, and authority every day.
“Gym Equipment Manufacturer UK” — a search term, not a brand statement. A company that fit out Third Space and Tottenham Hotspur deserves a hero that stops people cold. The original does not.
20+ links visible on hover. Decision fatigue before a visitor has read a single line of copy. The most important action — booking a consultation — is buried as the final nav item.
Five different CTAs scattered across the homepage — none with consistent weight or urgency. There is no clear conversion path. Visitors arrive with intent and leave without acting.
Third Space. Tottenham Hotspur. The military. These are the kind of client names that close enterprise deals — and they appear below the fold, fragmented, in a scrolling logo strip with no context.
Seven sectors served — but each is a link, not an experience. A hotel GM and a school PE director have entirely different needs. The site treats them identically.
Third Space The Whiteley. Tottenham Hotspur Academy. These are extraordinary projects — and they are presented as a label and an image. No brief. No challenge. No outcome stats. The portfolio is wasted.
“Book a Design Consultation” is the only option. No soft conversion. No lookbook embed. No middle step for a cold visitor who isn't ready to commit. Every visitor who isn't ready leaves — permanently.
Everything is roughly the same weight. No editorial tension. No contrast between whisper and statement. The photography is extraordinary — and the typography treats it as wallpaper.
The three-step process (Discuss → Design → Deliver) exists — but it arrives too late, is understyled, and does none of the persuasive work it should be doing for a high-value B2B buyer.
The mega-menu, bloated sections, and lazy-loaded images combine poorly on mobile. CTA buttons are inconsistent. For a brand whose prospects are decision-makers researching on the go, this matters.
Generic SEO headline. No emotional authority.
“We Create Training Spaces.” — cinematic full-viewport hero with trust logos visible on first scroll.
Mega-menu, 20+ links, consultation buried last.
Clean 4-item nav. Consultation CTA permanently visible.
Client logos below the fold, no context.
Third Space, Tottenham, YMCA, HYROX named immediately. Testimonials with attribution.
Static list of links.
Interactive selector — each sector has its own image, copy, and case study path.
Thumbnail + label only.
Featured case study with project stats (14k sq ft · 42 bespoke pieces · 11 weeks on site).
One high-commitment CTA only.
Lookbook soft conversion + primary consultation form. Two paths for every visitor.
Flat visual hierarchy. Equal weight throughout.
Editorial tension — serif display headlines, generous whitespace, amber accent on key phrases.
Made in Britain mentioned once, in passing.
Full-width Heritage section — workshop photography, Nuneaton provenance, 30-year manufacturing story.
Present but understyled, arrives too late.
Three-step Discuss → Design → Deliver cards, early in the journey, with finance CTA below.
Cluttered, inconsistent buttons, heavy nav.
Mobile-first, compressed sticky nav, consistent CTA sizing throughout.
The proof IndigoFitness already has — Third Space, Tottenham, 30 years, Made in Britain — is placed where it does maximum work. Above the fold. Before the ask. The credibility is real. The site now reflects it.
Every section is oriented toward a single action: book a design consultation. The CTA is consistent, persistent, and weighted correctly — not scattered across the page competing with itself.
A commercial gym operator, a hotel GM, and a school facilities manager all buy differently. The redesign routes each of them through a path written in their language — with case studies that speak directly to their world.
500+ projects are not a number. They are authority. Each case study now has a brief, a scope, and outcome stats. The Third Space Whiteley feature alone — 14k sq ft, 42 bespoke pieces, Grade II listed — is a closer in its own right.
Every improvement was made with one question: what does a serious buyer need to see, feel, and know to book a consultation?
Full-viewport dark background. Cinematic gym photography. “We Create Training Spaces.” — a commanding headline with “Training Spaces.” in amber italic. Dual CTAs: Book a Design Consultation and View Our Work. Trust logos (Third Space, Tottenham Hotspur, HYROX, West Wood) visible before the first scroll. EST. 1996 — NUNEATON, UK — establishing 30-year provenance immediately.
The first impression that earns the second.
Four items. No mega-menu. WHAT WE DO · OUR WORK · YOUR SECTOR · ABOUT. Book a Consultation as a persistent bronze CTA button, always visible on scroll. The most important action is now the easiest to find — from anywhere on the page.
Clarity is the first conversion mechanism.
Three bold stats visible early: 30+ Years of Expertise · 500+ Training Spaces Delivered · 7 Sectors Served. Paired with copy that earns its place: “We don't sell equipment. We build the environments where athletes train, members commit, and brands come to life.” Authority is no longer buried — it opens the conversation.
The numbers that end the comparison.
A full-viewport editorial case study feature: Third Space The Whiteley — 14k sq ft · 42 bespoke pieces · 11 weeks on site. Project scope, sector, outcome stats, and a View Case Study CTA. Laid out like an architecture magazine spread. A single project that does the work of a thousand words.
The project that makes them call.
Eight projects presented in a dark masonry grid — each with a cinematic image, sector tag, and project name. Tottenham Hotspur Academy. RAF Wittering. Edinburgh Park Hotel. King's College London. The breadth of the portfolio is now impossible to miss.
500 projects visible — not hidden.
An interactive sector selector — seven sectors, each with its own image, tailored copy, and case study link. Commercial. Education. Elite Sports. Corporate. Hotel & Spa. Military. Local Authorities. A hotel GM and a school PE director now land in entirely different conversations — on the same page.
The section that speaks their language.
Discuss → Design → Deliver — three steps, early in the page, with the full scope of what each entails. Finance options noted below. A serious B2B buyer needs to understand the process before they commit to a consultation. Now they do — before they're asked.
Confidence built before the form appears.
A continuous amber scrolling ticker naming every major client. Marcus Wright of Third Space Clapham Junction. Kenny McDonnel of Barrhead Foundry. Real names. Real titles. Real companies. The trust signals that enterprise buyers need — presented with the prominence they deserve.
The proof that removes the last objection.
A full-width Heritage section with workshop photography (a welder, sparks flying, Nuneaton facility). “Manufactured in the UK. For 30 years.” — with the copy that earns it: “It's slower. It's harder. It's why our rigs are still standing twenty years on.” The Made in Britain story is now a competitive advantage, not a footnote.
The differentiator that no overseas competitor can claim.
The Lookbook — presented as a beautiful two-column section with a designed A4 cover mockup, “50 PAGES · PDF · 18MB,” and a single email input. A visitor who isn't ready to book a consultation is not lost — they are captured, nurtured, and brought back.
The middle step that recovers every cold visitor.
Name · Company · Email · Phone · Tell Us About Your Space. Left side form, right side direct contact details and social icons. “No obligation” — stated plainly. The form matches the brand: sharp, unhurried, precise.
A CTA that reflects the quality of what follows.
Four-column dark footer. “Designed, engineered and installed in Britain since 1996.” Company No. 03286177. Built with care in Britain — bottom right. Every link, every detail, every small moment of the experience consistent with the brand it represents.
Even the footer earns trust.
The redesigned IndigoFitness website is live. Walk through every section — the hero, the authority statement, the case studies, the sector selector, the heritage section, the lookbook, and the consultation form. This is not a mockup. This is a working demonstration of what IndigoFitness's digital presence can be.
Built by Propeller AI · Delivered in days · Yours to launch
Photography shown on the preview site is illustrative only. Final assets will use IndigoFitness's own photography.
A premium website is the foundation. What comes next is the infrastructure — the automated systems that capture every lead, follow up on every enquiry, and keep IndigoFitness front-of-mind for every prospect who wasn't ready to book today.
Every form submission on the new site triggers an instant, branded confirmation. A 7-day follow-up sequence keeps IndigoFitness present while the prospect is still considering. No lead goes cold. No enquiry goes unanswered. The front desk runs 24/7 without adding headcount.
Every email captured via the Lookbook section enters a 5-email nurture sequence — project inspiration, sector case studies, the Made in Britain story, finance options, and a consultation CTA. The soft lead becomes a warm one. The warm lead becomes a booked call.
A chat agent trained on IndigoFitness — able to answer questions about services, sectors, and process, qualify the visitor's project type and budget range, and route them directly to the consultation booking. Runs on the website and optionally on WhatsApp. Available around the clock.
Propeller AI does not work with restaurants, law firms, or generalist brands. Fitness, wellness, and health is the only space we operate in — which means every design decision and every conversion mechanism is informed by how this specific audience behaves, evaluates, and buys.
Every section of the IndigoFitness redesign was built with one question: what does a commercial gym operator, hotel GM, or elite sports director need to see, feel, and know to book a consultation? Beautiful is not enough. Every element earns its place.
Design, copy strategy, development, and growth systems — delivered as one coherent package. One point of contact. One clear deliverable. Timelines always agreed in advance and always honoured.
One project. One deliverable. Yours on completion — with the option to keep us in your corner.
fixed · one-time · scoped to your project
50% deposit to confirm · 50% on delivery · Full asset ownership transfers on completion
Once your site is live, you can add ongoing management at any time — or not at all. No pressure, no lock-in. If you want Propeller AI handling updates, optimisations, and performance — we're here.
30-day notice · cancel anytime · fully optional
Growth retainer is entirely optional — add it any time after launch, or not at all.
The thinking is done. The architecture is defined. The improvements are mapped. The build is ready to begin.
Open the live redesign and walk through every section. This is a working demonstration — not a mockup.
Open Preview →30 minutes to walk through the proposal together, answer every question, and agree on scope and timeline. No commitment required.
Book a Call →Once scope is confirmed, work begins inside 48 hours. The complete site is delivered within the agreed timeline.