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User-experience drives business change and benefit

David Lloyd Clubs, exceptional since 1982

When ex-professional tennis player David Lloyd opened the doors of his first club in 1982 it was a pioneering concept in health and fitness: family oriented clubs, with exceptional service and unrivaled facilities. In the 34 years since the brand has gone on to open more than 90 clubs with more than 450,000 members across the UK and Europe.

David Lloyd’s mission is to create family friendly clubs with exceptional service and unrivaled facilties (with an emphasis on tennis, of course).

Evolving David Lloyd’s ecosystem

Maido worked alongside key stakeholders within David Lloyd to help solve two key business challenges.


To help drive retention with existing members by creating a new digital experience for class/court bookings.


Increasing new member acquisition rates by rethinking the UX and creative direction of DavidLloyd.co.uk

Retention: challenges of scale

David Lloyd Clubs faced a unique user-experience challenge, their clubs encompass everything from racquets, fitness classes to swimming with thousands of members booking numerous classes every week.


Working with the x-agency team we helped define the MVP and create an ongoing delivery strategy for their bookings application that scaled across mobile, web and in-club digital touch points.

An intuitive, ‘simple’ 
mobile-first user-experience.

Acquisition: increasing conversions with UX

In 2016, David Lloyd Clubs went through a rebranding and repositioning process, giving us an opportunity to re-think DavidLloyd.co.uk – there was a clear opportunity to improve conversions by reworking the UX, and the site needed a clearer creative direction to work alongside the new DL brand.

David Lloyd Clubs is now uniquely positioned. With modern infrastructure and a consistent visual language across their entire digital member journey from first touch point to lifetime member they can create a truly joined up experience that mirrors their ambition.

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