Afitt
Intro
A typical gym sells access: equipment, classes, a monthly rate. Afitt sells whether someone keeps going. That is harder to put on a page.
The site makes the argument before the offer. It opens on “When I lost all of my excuses I found my results”, set in brushed lettering over a trainer in a concrete stairwell rather than a showroom. The next section states the method clearly: do not focus only on showing up, build sustainable habits through gradual progression.
The identity follows the same idea: hand-drawn type against documentary photography, closer to a training log than a franchise template.
A step-by-step panel explains what happens after signup, so the commitment is clear before it is asked for.
Work
