CASE STUDY
Northland Fitness
Northland Fitness is a premium 24/7 gym in Duluth, Minnesota, founded by Griffin Hopf. Built with a focus on quality, accessibility, and member experience, the facility features commercial-grade equipment, thoughtfully designed locker rooms, a sauna, and a light therapy room. Griffin's vision was to create a fitness space that felt welcoming, professional, and unlike anything else available in the area.
Small Business
Ongoing Partnership
"Gabrielle has done an outstanding job on both of my websites. For the speed to create and quality of my sites, I would have expected to shell out tens of thousands and wait months, but she gets it done quick and at a competitive price. Whatever you want, she's got your back and will make sure it's exactly what you're looking for. I don't foresee a reality where I will be working with anyone else. Thank you Gabrielle!" -Griffin Hopf
The Challenge
In 2025, Northland Fitness was ready for a website refresh. While the gym itself reflected a significant investment in both design and member experience, the existing website no longer represented the quality of the brand. Griffin wanted a digital presence that matched the atmosphere of the facility and communicated the value members experience when they walk through the door.
The Services
Custom solutions and integrations that help businesses run smoothly and grow.
Website Design
SEO
Website Security
WordPress Management
The Solution
Working closely with Griffin, I designed and developed a new website that captures the character of Northland Fitness and the attention to detail that sets it apart. The goal was to create an experience that feels consistent with the gym itself—clean, modern, and welcoming.
The redesigned site places a stronger emphasis on visual storytelling, showcasing the facility, amenities, and overall member experience while making it easy for prospective members to explore membership options and learn more about the gym. Careful attention was given to layout, typography, and content structure to ensure the website felt polished, intuitive, and aligned with the Northland Fitness brand.
The result is a website that better reflects the investment Griffin has made in his business and provides a stronger foundation for attracting and converting new members.
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