Bodies by Burgoon
WEBSITE REDESIGN & UX OVERHAUL FOR A NORTHEAST MINNEAPOLIS GYM
Bodies by Burgoon is a strength training gym in Northeast Minneapolis built on one thing — results. Owner and trainer Jason Burgoon leads with outstanding expertise and genuine care for his clients, and his gym reflects that at every turn. His original site didn't. It needed a full rebuild that matched the energy of what Jason had created, converting new visitors into members, and giving him a digital presence worthy of the real thing.
BEFORE
AFTER
MY APPROACH
This was a ground-up strategic rebuild. I started by auditing the existing site and identifying where we were losing people — unclear messaging, weak user flows, and a visual identity that undersold what Jason had built. From there I developed a complete content and UX strategy before a single page was designed.
I led the color palette and font pairing selection, built out the full information architecture, mapped user flows with conversion in mind, and developed content framework around it. Every decision was made to reflect Jason's coaching philosophy and move prospective clients from curious to committed.
THE WORK
UX Strategy & User Flows
Full site architecture mapped around how a prospective member actually evaluates a gym — building trust, understanding the offer, and taking action.
Visual Identity Direction
Color palette and typography selected to feel strong, grounded, and approachable — reflecting the BBB brand without tipping into intimidating.
Content Strategy
Content blocks organized for readability and emotional flow — meeting visitors where they are and walking them toward action without a sales pitch.
Information Architecture
Site and client platform structure built for clarity and conversion, with a logical flow from homepage through services and contact, to booking and scheduling.
THE RESULT
Bodies by Burgoon launched with a site that finally matches the caliber of the gym itself — warm, confident, and built to convert. The rebuild touched every layer of the client experience, from the first click on the homepage to completing a session pack purchase in the backend. Jason now has a digital presence that works as hard as he does.