FORMA was built with a clear audience in mind: young, urban professionals in London who view fitness as a lifestyle, not a task. This community values efficiency, aesthetic environments, and experiences that align with their personal brand. FORMA needed to feel more like a members-only club than a traditional gym, one that blends movement, mindfulness, and meaningful connection.

The pop of red in the branding was a deliberate contrast against the clean, neutral foundation, symbolising energy, strength, and presence. In an industry often dominated by calming tones or hyper-masculine palettes, red made FORMA feel modern, unisex, and bold, while still polished enough for a premium experience.

The subscription-based website was a non-negotiable. Today’s users expect digital experiences to match the ease and clarity of the physical ones. A custom membership system allowed FORMA to clearly present value across tiers, automate new sign-ups, and create a frictionless journey from brand discovery to booking. In a saturated fitness market, UX-led digital strategy is what turns browsers into committed members.