Sector:
- Health
– Creative Direction
– Brand Development
– Website
– Iconography
– Ongoing web support
Train Electric delivers EMS fitness training — 20 minutes, twice a week, no gym required. The concept is straightforward. Getting people to believe it is the harder part.
The Challenge
Most fitness brands speak to people who already believe in exercise. They market to the converted.
Train Electric had a different target. The people who’d tried gyms and stopped. The people who can’t find the time, the energy, or the confidence. The people with real reasons — not excuses — for not exercising.
Gareth was launching something most of his potential clients had never heard of. EMS — Electrical Muscle Stimulation. The science is solid. The results are real. But none of that matters if people scroll past before they’ve understood what they’re looking at.
He needed a brand that could explain an unfamiliar concept without losing its audience in the detail. And a website that could turn curious visitors into booked clients.
That’s not a straightforward brief. You have to earn the explanation before you can make the case.
The Collaboration
I came into this project to build the website. The brand identity and logo had been developed by Martin Winslade — a design colleague whose work I have a lot of time for.
Martin’s visual language was strong. Bold. Dark. Red. It didn’t look like a typical fitness brand, which was exactly the point. The identity had a real edge to it — something that felt right for a product promising results most people have stopped expecting from exercise.
Working from that foundation, the website needed to feel like an extension of the identity — not a softer version of it. The tone, the look, the weight of the thing — it all had to stay consistent.
That’s the thing about a well-built identity. When it’s done properly, it makes the rest of the work easier. The decisions had already been made. My job was to honour them.
The Website
The structure follows the thinking that runs through the whole brand.
The homepage leads with the problem. The “too syndrome” — the list of reasons people give for not exercising — appears before anything else. Too busy. Too tired. Too old. Too inactive. It names the objection before offering the answer.
That’s a deliberate choice. Most fitness websites skip straight to the pitch. Train Electric earns the right to make its case first.
The science section steps through EMS clearly. Each point stands on its own. No dense paragraphs. No jargon doing the work that plain language could do. The idea — that the body responds to electrical stimulation exactly the same way it responds to voluntary muscle effort — is genuinely interesting. The copy lets it be interesting, rather than overexplaining it.
Booking is handled through an integration with Booksy. Gallery, pricing, FAQs — everything a prospective client needs to move from curious to committed is there, without clutter.
Built on WordPress. Clean, fast, straightforward for the client to maintain. The kind of site that works for the business without requiring a designer every time something needs updating.
The Results
A complete brand and digital presence for a new business launching into a niche most people hadn’t encountered.
Train Electric doesn’t compete with gyms on their own terms. It speaks to the people who’ve already walked away from gyms. That’s a strong position to hold.
The work Martin and I did together gave the business what it needed to make that case clearly — from the first touch point onwards.
That’s the job.
