Immortals
High-contrast, high-intent. A fighting gym site built to convert visitors into trial classes.
- Client
- MMA & BJJ Gym
- Year
- 2025
- Services
- Web Design
Development
Brand Direction - Live at
- immortalsmma.com ↗
Overview
Immortals is an MMA and BJJ gym. The site had one job: turn someone who is curious but intimidated into someone who books a first class.
The problem
Combat-sport gyms lose beginners at the door. The website was full of information but gave a newcomer no sense of whether they would be welcome, what a first session looks like, or what to do next.
Design direction
Discipline, weight, and stillness rather than aggression. Dark imagery with hard edges and a lot of negative space, closer to a fight poster than a fitness template. The visual language earns its intensity from restraint, which is also what the gym teaches.
Development
Class schedule and trial booking were treated as the primary content and everything else arranged beneath them. Built static and fast so the site loads instantly on a phone in a car park.
Key features
- Class schedule as the structural centre of the site
- Trial-class call to action reachable from any scroll position
- Discipline pages for MMA, BJJ and conditioning
- Full-bleed imagery that holds up on small screens
A site that answers a beginner’s real question, "will I be out of place here?", before they ever walk in.