Altus
Fitness
B2C
Funding:
Mature
Altus is an American company specializing in home fitness equipment and fitness room supplies, offering online shopping along with sports goods teaching and related sports science knowledge.
Interactive Creative Director
As the lead creative director for interactive projects, I offered guidance, developed strategies, and managed client interactions. Additionally, for this specific project, I took on the roles of both engineer and designer, overseeing the engineering and design aspects of the site.
I worked with Deanne for several years and she was a tremendous asset to our company. Deanne is multi-talented, exceedingly hard-working and highly capable in both left and right brain thinking/tasks. Her work was always of the utmost quality and her ability to see a project from all angles is impressive. Deanne is an excellent employee and an asset to whomever she works for.
Trapper Collova, Director of Client Marketing
The Project
The Altus Athletics website required a comprehensive overhaul to boost revenue and increase brand awareness.
Target Audience
The website catered primarily to male weightlifters and serious gym enthusiasts, while also offering a separate line of at-home workout fitness products tailored towards women.
Competitors
Altus white-labeled many of its products and faced extensive competition. However, being the exclusive provider at Walmart provided them with a competitive edge in the market. Nevertheless, with the growing dominance of other providers in the marketplace, it became increasingly important for Altus to innovate on their offerings.
User Insights
Users particularly appreciated Altus's exercise charts, which were more extensive than those of competitors and could be wall-mounted. There were significant requests for additional exercise charts or examples.
The Problem
Altus was a retail provider of exercise tools, boasting a significant product line, yet their website was not fully optimized for selling their products.
The Solution
The website underwent a transformation into a membership site, enabling the addition of a significant number of exercises per product and categorizing them by muscle group. Additionally, users gained the ability to customize charts and have them printed, introducing a new revenue stream.