Everyone Active

Discover, customise and buy gym memberships

Designing and building an online membership discovery and purchase platform for Everyone Active that saved 89,000 staff hours per month.

The challenge

Enable prospects to uncover the right membership from 180 leisure centres and transact online

Everyone Active is an innovator of the leisure operator model itself; optimising the provision of leisure and facility management services to council-owned properties.

However, as a traditional bricks and mortar business, they faced barriers in delivering online public access to their broad range of memberships and discount pricing methods. They lacked a user-friendly product experience that could offer an alternative channel to the traditional resource-heavy sales experience within each leisure centre and gym.

The approach

Defining the online membership product for Everyone Active

Collaborating with client stakeholders and third-party service providers, our designated squad of experts guided the teams through the definition and planning of a new product.

After examining the product structures, pricing models and all data inputs that could make or break the Everyone Active's product investment, we decided to create a single page application for membership discovery and purchase.

Guided by key objectives, our experience of similar challenges in other sectors highlighted the importance of a tight collaboration between user experience, design and a new suite of APIs we defined to enable integration with the incumbent membership management application (provided by Gladstone Software).

The execution

Join Online: A single page application supported by a bespoke middleware application

Technical Consulting / User Experience / Performance in Build

Success or failure of this product design and build hinged on it being able to consume multiple data inputs to assemble and simplify the complex range of products, discounting and business logic which makes up Everyone Active's membership options.

We designed, tested and optimised user journeys requiring minimal interactions for prospects to quickly uncover the right membership and price for them. Whilst achieving this objective, we preserved the ability to give access to promotional, corporate and family discounting models that would allow each individual centre to compete on a local level.

A bespoke Laravel application works as middleware to handle client administration of the product, manage overnight caching routines and integrate with web services for geolocation, membership data, validation, CRM flows, Direct Debit and card payment transactions.

Giving prospects access to a broad range of memberships constructed from complex pricing models

Our previous business and personal experience in the leisure industry (giving us a strong understanding of Everyone Active's product and key audience personas), blended with our extensive familiarity with financial product comparison, we were able to guide the stakeholders through a custom product design and build process to meet their key objectives.


Increased conversion rate through our customised solution versus the incumbent white label tool

4 clicks

To find your nearest centre and retrieve a membership price from a catalogue of 3,500+ memberships


Staff hours saved per month by making complex product pricing accessible to prospects at home

Choosing the right tech to meet key objectives

Everyone Active's Join Online membership product needed frameworks to be fast, secure and flexible, but also capable of handling complex business logic. The infrastructure automatically scales with any demands, as new contract wins can introduce new leisure centres and gyms overnight.

Client Testimonial

Tim Meyer, Digital and Marketing Communications Manager | Everyone Active

"Partnering with iCrossing has been instrumental in transforming Everyone Active. Under their guidance, we were able to align content, CRM and digital marketing to improve customer service, increase sales and retention. Together, we were able to fulfil our mission of ensuring in-centre services were available online. It has been a real privilege to work with industry leaders to deliver our digital experience.”



Are you ready to make a digital step-change?

We believe that moving too slowly in digital is the biggest risk your business faces. If you are ready to move faster in digital, we are here to help.

Get In touch