Five gyms, one front door.

01 The brief

Growing by acquisition, one mismatched website at a time.

Each club IronForge acquired came with its own website: different builders, different branding, one running on a founder's personal hosting account. Timetables were PDFs, some months out of date. And joining meant physically walking in, where the front desk would photocopy a form and key it into the member system later.

The owners could see what it cost them. People decide to join a gym at 10pm on their sofa, not at lunchtime near the front desk. Every evening of motivation that couldn't become a membership on the spot was a member lost to whichever chain had a "Join now" button.

02 The build

One platform that knows it's five different clubs.

We built a single TypeScript platform serving all five clubs (one codebase, one member database, one place to update a timetable) while letting each club keep its own character: its coaches, its schedule, its photography. The brand reads as one family; the clubs stay themselves.

Joining became a two-minute flow: pick a club, pick a plan, pay with Stripe, and you're a member. Direct debits, upgrades, freezes and cancellations are all self-serve. Class booking went live with real-time capacity, so the 6am strength class fills online overnight instead of via a paper list at the desk.

The part nobody sees mattered most: admin tools the front-desk staff actually like. We piloted at the flagship club in week six, let the staff break it for a fortnight, and folded their fixes into the rollout across the other four.

03 The result

Memberships now sell while the clubs sleep.

Online sign-ups tripled within the first quarter, and a third of them complete outside opening hours, memberships the old setup could never have captured. Class attendance rose too, simply because booking stopped being a phone call.

For the owners, growth stopped being a web-development problem. When club six joins the family, it's a configuration change, not another website.