Franchise fitness brands walk a tightrope: central marketing promises a premium experience; local studios need class schedules, coaches, and geo-specific proof. One-off WordPress installs guarantee drift.
System before skins
We led with a component library with locked rails: typography, buttons, hero ratios, and testimonial patterns were fixed. Studios configured content inside slots — coaches, timetables, photography — rather than inventing layouts.
Finder and trials
Location search prioritised proximity and next available class. Trial booking removed redundant questions already answered during geo selection. Third-party widgets were minimised on critical paths to protect Core Web Vitals budgets.
Rollout waves
Deployment happened in waves with CI checks on Lighthouse budgets per template. Studios could not silently ship a 6 MB hero image without failing the pipeline.
Proof we publish
Indexed booking completion, brand-compliance scoring across properties, and lab performance scores tell the story without publishing franchise revenue.