Portfolio
Tone House Website
A redesigned website for a Manhattan athletic training gym, built to match the workout and move first-time visitors into a New Athlete sign-up.
LaunchedMay 2026
BuiltA redesigned WordPress site for a Manhattan athletic training gym
IncludesA New Athlete sign-up flow connected to Mindbody, coach profiles, recovery and HSA/FSA pages
The Problem
A training brand built on intensity had a website that had grown quietly for years, and a sign-up flow too valuable to risk.
Objectives
Redesign and rebuild tonehouse.com, homepage and interior pages.
Carry the live New Athlete sign-up, Mindbody checkout and tracking over with nothing lost.
Give the team a site they can update, and a safe place to learn it.
Challenge
Tone House is a strength and conditioning gym in Manhattan built around team-based, sports-style training. We have run its website, data and marketing systems since 2021.
The old site had been added to page by page. Its New Athlete sign-up, wired to Mindbody, had been refined on the live site over years of real sign-ups. A redesign that looked better but lost one of those fixes would cost the business its first-class conversions. We know, because we built the tracking that shows it.
Strategic Approach
We redesigned the homepage and interior pages, including The Workout, Coaches, Recovery, Nutrition, Press, Careers and a new HSA and FSA page, and our development partner built them in WordPress on WP Engine. The Playbook blog moved over as is on its own subdomain. The Events menu links out to Turf Wars and Lift Off USA.
The sign-up flow got its own workstream. Before launch we moved the New Athlete form and its Mindbody checkout to the new site, matched it against the live version step by step, and carried over every analytics tag and ad pixel. Then we kept the old site on staging so we could compare.
What we delivered
- Homepage and interior page redesign
- WordPress build on WP Engine with our development partner
- New HSA and FSA page
- Playbook blog preserved on its own subdomain
- New Athlete sign-up and Mindbody checkout migration, matched step by step
- Analytics tags and ad pixels carried over
- Previous site retained on staging for comparison
- WordPress sandbox for team training
- Hosting and ongoing support
Built around the first class
Navigation keeps the New Athlete offer one click away from every page.
The WorkoutCoachesBuy ServicesRecoveryNew AthleteEventsChallengesSchedule
Outcome
The new site went live in May 2026 with the sign-up flow intact. We host and support it, and set up a WordPress sandbox so the Tone House team can practice before editing live pages.
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