King Gym
A manifesto site for a fitness club that doesn't want to be "just another gym". A 3D scene with golden statuettes — and a short promise: "your place of strength".
King Gym is a premium fitness club that opened in a new format: small floor area, high membership price, focus on personal work with a trainer. The niche is crowded with dozens of gyms using a "loft + barbell + 20% off" visual. No room for fine-grained differentiation.
The client framed it differently: "I don't want to explain why we're expensive. I want the person to feel it on the first screen". This isn't a job for a copywriter. This is a job for a scene.
Six weeks from the first sketch to launch. Two of them spent on modeling and optimizing the 3D scene to 60 fps on a mid-range smartphone.
Your place of strength
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Neue Machina · Display / Instrument Serif Italic · AccentPremium isn't a sum. Premium is the confidence on the first screen that nobody bargains here.
First month
The club didn't run a discount. Didn't launch a promo. Didn't do "bring a friend, get a month free". The site did the work differently: it filtered out those looking for cheap, and attracted those looking for a place.
It's the first time I've seen a website that didn't make me want to haggle.
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