Moorgate Fitness Club

Digital Platform Ownership for Membership Acquisition & Operations

Platform Ownership & Delivery

Held ownership of the Moorgate Fitness Club digital platform from discovery through launch and post-launch optimisation
Acted as the accountable owner across design, build, release, and operational stability

CMS, UX & Conversion Standards

Defined CMS structure, content models, and UX standards to support membership acquisition and conversion performance
Owned accessibility compliance and cross-browser performance standards across the platform

Governance & Release Accountability

Governed release cycles, quality assurance, and stakeholder feedback to maintain platform stability post-launch
Established operational guardrails to ensure the platform could evolve without degrading performance or usability

Overview

I held ownership of the Moorgate Fitness Club digital platform, covering discovery, delivery, and ongoing optimisation. Responsibility included CMS structure, UX standards, accessibility compliance, and release governance, ensuring the platform supported membership acquisition while remaining operationally stable after launch. The work required balancing commercial timelines, launch quality, and accessibility requirements, resulting in a governed platform capable of supporting both marketing activity and day-to-day gym operations.

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Client

Moorgate Fitness CLub

Project Date

2024/25

Category

Digital Platform & CRM Ownership

Challenge

Moorgate Fitness Club required a new digital platform to support membership acquisition and launch activity, while also meeting accessibility standards and remaining operationally stable post-launch. Timelines were commercially driven, and the platform needed to function reliably as a day-to-day operational asset, not just a marketing site. Without clear ownership, there was risk of rushed delivery, inconsistent quality, and a platform that could not be safely maintained once live.

Solution

The solution was to take ownership of the platform across discovery, delivery, and post-launch optimisation. This included defining CMS structure, UX and accessibility standards, and governing release cycles to ensure the platform met launch requirements without compromising long-term stability. By maintaining ownership beyond launch and enforcing quality and governance guardrails, the platform was delivered on time, met accessibility requirements, and remained reliable as a core operational channel for the business.

Need Ownership, Not Just Execution?

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