Case study

Developing a Headless CMS for the World’s Largest Female Fitness Community

Healthcare and Life Sciences
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Challenge

The client had been using an inefficient CMS platform for many years that did not provide the necessary flexibility and scalability for content delivery. This led to suboptimal conversions, especially during targeted campaigns.

Outcome

The solution entailed transitioning the client’s existing website to a headless CMS experience. With this strategic upgrade, content editors and marketers could now deliver dynamic, up to date content across all their channels without a need for code changes or duplicating content across websites.

One of the world's largest female fitness communities, this brand delivers customised workout and nutrition content to millions of women worldwide through its flagship app. However, its inefficient content management system (CMS) caused continued struggles, leaving it unable to leverage the flexibility and scalability it desired. This hindered the client’s ability to effectively showcase its product to potential customers, as the core of its product is content. This led to suboptimal conversions – especially during targeted campaigns.

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The journey to a streamlined content solution

Alongside a challenging CMS platform, the fitness organisation had trainer-specific pages scattered across different CMS platforms. This fragmented approach required content authors to replicate their efforts in multiple environments, adding unnecessary complexity and inefficiency to the content creation and management process. A more cohesive and streamlined solution was needed to align with the client’s dynamic content requirements and campaign initiatives.

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Our teams worked with the client to develop a custom

Contentful-based headless CMS. This system streamlined the delivery of the client’s marketing content, covering programs, trainers, exercises, nutrition and blog articles. 

 
With a collaborative approach, our teams worked together to successfully deliver the platform over five months. Designers, product owners, project managers and developers came together during the project, from initial design to content modelling, build, quality assurance and deployment of the live site. 

 

Following an agile methodology, the hybrid team met daily for scrums, as well as sprint planning, backlog grooming and retrospectives of each sprint. This kept lines of communicate open and ensured work was delivered on time always. 

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A platform to inspire others

Featuring more than 20 tailored components and templates, the finished platform empowered the client’s editors to effortlessly create various content pages, blogs, and campaign-specific pages. Notably, it enabled the creation of multiple websites within one CMS, accommodating both the main marketing site and individual trainer websites with different brands. As a result, the organisation was empowered by a user-friendly and versatile content management solution, enhancing its online presence and marketing capabilities. 

 

The platform enables the fitness community to continue inspiring its members. Some key outcomes include:  

  • Significant cost saving for new development 
  • 100% performance score 
  • 100% search engine optimisation (SEO) score 
  • 93% accessibility score 
  • Design and user experience (UX) consistency across paid app and websites 
  • Ability to stand up campaign pages 
  • Seamless author content with no need for coding 

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