F45 Poland

The Problem

The existing site was a basic landing page. Minimal functionality and not convincing. It didn't communicate the F45 experience, didn't build trust with prospective members, and gave the sales team nothing to point to when following up with leads.

In a business where the sales process is personal and direct — where someone decides to join after a conversation, not a checkout — the website's job is to make that first impression land. It wasn't landing.

What I Built

The brief was clear: build something that looks and feels like F45 — premium, energetic, credible — while giving the Polish team genuine control over their content going forward.

I designed and developed a full 11-page Webflow site, handling both UX and UI. The design system was grounded in F45's global Australian brand identity, adapted for the Polish market context. Key components included:

• CMS-driven blog and training schedule — the team can publish content and update class schedules without touching the Designer
• Stripe Payment Links integration — members can purchase memberships directly from the site, without a custom checkout build
• Full content management — the client handles day-to-day updates internally, from studio pages to promotions

The project ran for one month from kickoff to launch.

The Result

F45 Poland now has 5 studios — Warsaw (3), Wrocław, and Poznań. The website has grown with them.

I'll let the client speak here. When I asked how the site was working for them, the answer was honest and direct:

"It's definitively better than before. People know more, it looks better and it helps us. I think the site is the best ever."

He was also clear about what the site doesn't do — and what it does. It didn't cause a sudden spike in self-service sign-ups. In a business built on direct sales and personal relationships, that's not the right expectation. What it does is give the sales team a credible, polished presence to back them up — a tool that supports every conversation, not one that replaces it.

That's exactly what a website should do for a business like F45.

What Made This Project Work

Two things stand out from this build.

First, designing within an existing global brand system rather than from scratch. F45 Australia's visual language is strong — the challenge was adapting it for a local market without losing what makes it recognisable. Working within that system produced something that felt native to the brand while being genuinely built for the Polish studios.

Second, the handoff. The site is built so the client's internal team can manage it themselves. They don't need a developer for routine updates — that was a deliberate decision from the start, and it means the site stays current without ongoing agency dependency.