Brio Leisure
Transforming digital infrastructure for sustainable growth
6x
More members acquired per
£1 than UK average
60%
Increase in user stickiness through accessibility-first design
When Brio Leisure approached us, their digital infrastructure was constraining ambitious growth plans. As a council-funded community leisure provider serving Cheshire West and Chester, they possessed strong local presence but lacked the technological foundation needed to scale operations and capture membership growth effectively. Their existing WordPress websites offered limited performance visibility, inflexible content management, and no integrated membership acquisition pathway. Most critically, their digital presence failed to reflect the accessible, community-focused rebrand they were implementing across their physical facilities.
Our partnership transformed Brio from an operationally constrained to a digitally empowered organisation. We set up a comprehensive digital ecosystem on enterprise-grade Umbraco infrastructure, engineered sophisticated integrations with their Gladstone membership system, and created seamless user experiences that convert community interest into active memberships.
The result is a scalable platform that not only captures the growth they aspired to achieve but provides the operational agility and performance intelligence needed to sustain competitive advantage in the evolving leisure market.
Building Marketing Independence
High bounce rates demanded structural change that would deliver immediate impact whilst future-proofing marketing operations. We built a modular design system that eliminates the bottleneck between campaign ideas and market execution. Brio's marketing team now deploys seasonal promotions and facility-specific content without technical dependency, reducing campaign launch times from weeks to hours. The component-based architecture scales across their diverse facility portfolio whilst maintaining brand consistency that reinforces market positioning. Performance optimisation ensures fast loading regardless of content complexity, directly correlating to engagement improvements. This operational transformation turns their digital presence into a competitive advantage rather than a constraint.
Making Accessibility Accessible
Converting interest into membership required addressing both user experience barriers and regulatory obligations for council-funded operations. We positioned accessibility compliance as market differentiation rather than cost burden, implementing standards that exceed requirements whilst driving broader conversion improvements. Strategic user journey analysis revealed friction points that affected all users, not just those with accessibility needs. Enhanced navigation, optimised contrast ratios, and inclusive design patterns created pathways that convert more effectively across all demographics. The integrated accessibility features provide personalised experiences whilst ensuring Brio meets public sector standards. This approach demonstrates how regulatory excellence becomes a business advantage.
Bridging the Gap
Membership growth demanded sophisticated technical solutions delivered through effortless user experience. We engineered a bespoke join flow that overcomes the limitations of Brio's rigid membership management system whilst appearing seamless to users. The challenge lay in transforming a complex multi-step backend process into intuitive decision points that guide prospects naturally toward conversion. Custom filtering logic presents only relevant options whilst sophisticated API integration handles complex data requirements invisibly. Additional integrations surface community reviews and facility-specific information at decision moments, building trust whilst accelerating commitment. This revenue-focused architecture directly impacts Brio's core business objective whilst positioning them for sustainable growth.
Our partnership with Cab Engine has been transformational. The improvements in usability, accessibility, and performance have had a direct impact on membership growth and community engagement. The scalable ecosystem empowers our team, integrates seamlessly with our membership system, and reflects the inclusive, community-first brand we're proud of.
Getting the Design System into Shape
Brio's refreshed brand promised fun and accessibility for families across their community, but their digital presence felt corporate and unwelcoming. We transformed their online experience to match the energy and warmth visitors encounter at their facilities. Bright, playful visuals welcome families from the moment they land on the site, whilst clear navigation helps parents quickly find swimming lessons, holiday camps, and family activities. The interface speaks directly to different family members - children see vibrant activity imagery, parents find practical information about memberships and timetables, and grandparents navigate easily with larger text and intuitive layouts. Every page reflects Brio's community spirit, turning website visits into the first step of a family's wellness journey rather than a barrier to participation.
Community First
Customer satisfaction required transforming reactive support into strategic business intelligence. We integrated real community feedback directly into user journeys, building trust through authentic social proof whilst reducing support volume through enhanced self-service capabilities. Intelligent search functionality anticipates user needs whilst comprehensive resource libraries address common queries before they become operational overhead. Strategic feedback collection points capture actionable insights that inform continuous optimisation, creating a data loop that improves both immediate experience and long-term platform performance. This intelligence approach positions customer interaction as growth driver rather than cost centre.
Evolving Together
Success breeds curiosity, not complacency. We continue refining Brio's digital ecosystem through data-driven iterations, analysing user behaviour patterns and systematically optimising conversion points. Our ongoing partnership approach means continuous testing, refinement, and enhancement rather than static delivery. Monthly performance reviews identify opportunities whilst A/B testing validates improvements, ensuring Brio's platform evolves with their growing membership base and changing user expectations.
CONTINUE THE JOURNEY
Helping to tell the world the secret to a healthier life
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