Urban Gym Group: three fitness brands on one scalable platform
Three brands, one technical foundation
For Urban Gym Group, we developed one scalable platform for Clubsportive, TrainMore and Gymbox. Each fitness brand received its own website and membership sign-up journey, with a shared connection to the new CRM and Contentful.
This allowed UGG to preserve each brand’s identity and launch subsequent websites faster. TrainMore went live in 4 to 5 months; Gymbox followed in 2 to 3 months.
The challenge: turn the supplied designs into working websites before support for the existing systems ended.
The case at a glance
Challenges
- New websites for each brand, built to UGG’s supplied designs.
- A tight deadline driven by ending support for existing systems and an ambitious marketing calendar.
- Complex membership sign-up journeys that needed to feel simple and clear for new members.
Approach
- An integration layer based on InfraKit, combining data from the CRM and Contentful.
- A multi-brand setup: one architecture, reusable across several brands.
- Close collaboration with UGG’s internal design and marketing teams, with clear scope decisions for each component.
Results
- Three brands launched to the supplied designs and within the deadline.
- Faster subsequent roll-outs: TrainMore in 4–5 months, followed by Gymbox in 2–3 months.
- A technical foundation ready for expansion into other European markets.
“GlobalOrange looked beyond the technical migration. They helped us modernise our web apps, improve the user experience and lay a foundation that grows with our ambitions.”
Growth ambitions meet technical constraints
Over the years, UGG had started using several CRM systems. Further growth required consolidation: one CRM for every brand and country. At the same time, UGG wanted to launch fresh websites for each brand, powered by the new CRM and fully aligned with its own design and brand principles.
The CRM was the source of membership, club and pricing data, but marketing needed to show more: subscription benefits, stories, visuals and local content. We brought these two requirements together so that the supplied designs could work as intended. With support for the existing systems ending, there was a firm deadline.
UGG had no internal development team and had deliberately chosen not to build one. Its strategy was clear: focus on members, experiences and marketing, while relying on a partner for product management and ongoing development.
One architecture, three brands
We established a clear division: data available in the CRM comes from the CRM, while content that marketing needs to manage freely — benefits, campaigns, stories and visuals — comes from Contentful. An integration layer based on InfraKit brings the two together and supplies the front end with the data required by each design.
The front ends are built in React and hosted on Vercel, with a GlobalOrange back end handling the business logic in the integration layer. This enabled quick iterations, a focus on performance and the addition of new brands without starting from scratch.
We started with Clubsportive. During this first roll-out, we refined what belonged in the CRM, what belonged in Contentful and which design details needed adapting to remain scalable. The work on that first implementation paid off: TrainMore followed in 4 to 5 months, and Gymbox in 2 to 3 months. The same architecture supported each brand, with progressively shorter roll-outs.
Collaboration was close and direct. UGG’s marketing teams run frequent promotions, flash sales and campaigns, so priorities can change quickly. Together, we assessed each design component to decide what was essential and where a simpler approach would meet the requirements within the deadline.
Ready for international growth
Three brands are live, look as UGG intended and run on an architecture designed to grow. A simple setting in Contentful allows a brand’s navigation to switch from choosing a city to choosing a country first, then a city. This setup also supports further international expansion.
UGG also has more control internally. Marketing and branding teams can make changes in Contentful independently, without needing a developer for every update. The CRM integration remains stable as new functionality is introduced. Because the architecture is reusable, adding another brand or country takes considerably less time than the initial implementation.
“Building a new website, implementing a CMS and connecting it to our ERP was no simple undertaking. GlobalOrange took a pragmatic approach, with the right level of involvement, and helped us launch successfully within the deadline without compromising on quality.”
A platform that grows with the business
Following the launch, the focus has shifted to ongoing development. The team has reduced from around four developers to a smaller core team, working with UGG to shape the roadmap and priorities. UGG retains control; we provide continuity and technical expertise.
The partnership combines an understanding of brands with engineering expertise. UGG knows how each brand should feel. We make sure the technology supports that experience, even when the underlying systems create constraints. The CRM migration has become a foundation for growth.
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