CLR Performance — where strength meets art.
A private studio with art on the walls and hundreds of hours of work a week — and a site that showed none of it. From black-on-black to the cream tones and daylight of the room itself.
A living-room gym with art on the walls — and a site like every other gym's.
I turned the whole look around: from black-on-black to the cream tones and daylight of the studio itself. Serif headings with italic accents, photos of the real space instead of stock imagery, and one promise up top — personal training in a private studio. Then the rest of the journey: how you get started, what coaching costs, what's in a package, and why Folkert does what he does.
No black-on-black, because that is a cliché and it is not what you see inside. Cream, wood, plants and daylight came straight out of the studio and into the site — so the first click already feels like walking in.
A page of his own where Folkert explains why he started this: every machine picked by hand, and anything that can be better gets changed. That story sells the studio; no slogan ever will.
Folkert puts all his passion and ambition into a gym he has composed down to the smallest detail. That does not fit in a block of text — it had to come back in the rhythm, the calm and the care of the page itself.
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“For the first time my site feels like the studio itself. People walk in and say: this matches what I saw online.”