freeman fitness

The Client

Freeman Fitness is a results-driven online coaching business. Lee has helped 1000+ people reach their body transformation goals and continues to be successful in doing so.

Lee wanted a site to offer his clients more than his competitors and attract new customers. 

His site was very dark and very masculine. His new site had to appeal to men and women of all ages and with all fitness goals from losing weight to bulking up and getting ripped. We achieved that with a neutral colour palette and imagery, and by randomising the transformation success stories.


  • Simplified and organised Lee’s sign up form, which gathers a lot of information, in order to reduce the drop-off rate.
  • Developed a recipe input form in the back end that not only looks great but also works with Googles Recipe View.
  • And reduced human error by calculating the weight loss/gain of clients from the 2 weights.

Calls to Action were included in various places on the site to cross-sell and gather data.

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