We designed a group website for Pilates Connect, the parent company of The Moving Body, SmartFit Pilates, The Movement Academy, HER Wellness Club and FitNut Loft. Each brand has its own audience, from instructor training to women in their forties building strength, so the homepage works as a front door: a full-screen carousel gives every brand its own slide, founding year and link, and the group's philosophy sits underneath to explain what ties them together.
Multi-Brand Pilates Group · 1 week · October 2026
Project Details
A parent company with five brands has an awkward job online. Most visitors arrive looking for one studio rather than the group, and each brand already has its own name, clientele and price point. The group site has to make the family easy to read without flattening five businesses into one.
The Moving Body runs Pilates and Gyrotonic studios, The Movement Academy certifies instructors, HER Wellness Club is a women's membership club and FitNut Loft serves women in their 40s and over. A visitor has to find their own brand within a few seconds.
The group goes back to 2009, when The Moving Body opened, and the newest brand, HER Wellness Club, arrived in 2024. Showing each founding year tells a visitor this is an established group and not a new franchise.
Pilates sits somewhere between fitness and healthcare. The design had to feel warm and personal, closer to a boutique studio than to a gym chain or a clinic, even though it speaks for five businesses.
Beyond the studios, the group runs instructor education, wellness programmes, community events and hiring. The navigation had to carry all of it without burying the brands.
We treated the homepage like a boutique studio's lobby, with one big photograph at a time, quiet serif type and plenty of room around everything.
The full-screen hero rotates through the brands, one photograph each, with the brand name, a one-line description, its founding year and a Learn More link laid along the bottom. The group tagline, "Your partner in movement, learning, and lifelong vitality.", stays fixed above every slide.
Headings are set in a high-contrast serif with small tracked capitals for labels, on white and warm stone backgrounds, closing on a charcoal footer. It sits nearer a hotel spa than a gym, which is the market these studios are in.
Under the philosophy section, an "Our Brands" rail shows all five brands as photo cards with a short description each, moved with arrow controls and backed by a View All Brands button. A visitor who skipped the carousel still meets every brand before the footer.
The menu runs About, Our Brands (with a dropdown), Education, Wellness, Community, Join Us and Contact. On a phone it opens into a full-screen serif menu, and a Latest Insights & Stories section is laid out ready for the group's articles.
Every screen of the concept, at full length. Scroll inside either frame to move through the whole design, and switch between how it resolves on a desktop and on a phone.
Tell me about your business and I will show you what this approach looks like applied to it. No obligation, just a proper conversation.
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