Vanguard Performance
One website for a gym, a recovery lounge, and a full clinical team.
- Client
- Vanguard Performance
- Sector
- Fitness and health clinic
- Location
- Vancouver, BC
- Live site
- vanguardperformance.ca
- Information architecture
- Web design
- Development
- Copywriting
- Local SEO
- Analytics setup
The brief
Vanguard Performance runs personal training, recovery amenities, and a multi-practitioner health clinic out of one building in downtown Vancouver. Their website needed to sell all three as a single integrated offering, not three businesses sharing an address.
Vanguard is not a gym with a massage table in the back. It is seven certified coaches, a recovery floor with cold plunges and infrared saunas, and eight clinical practitioners covering naturopathic medicine, acupuncture, massage therapy, dietetics, IV therapy, and osteopathy, all working from one plan for each client.
That integration is the entire pitch, and it is exactly what generic templates flatten. A template forces "gym site" or "clinic site". Vanguard needed a structure where a visitor could land on any service and immediately understand that everything connects, then take one clear next step: start with an assessment.
The approach
Architecture before pixels
I mapped the whole offering first: Training, Recovery, and Clinic as three top-level sections, each with its own sub-pages (FAQs, team profiles, individual clinical services), all funnelling into the same assessment call to action. Eleven team members across two disciplines get consistent, structured profiles instead of a wall of headshots.
A dark, confident visual language
The design leans into dark backgrounds, strong typographic hierarchy, and real photography of the space and equipment. It reads premium without being flashy, which matches a facility whose equipment partners include Watson, Pendulum, and Prime.
Conversion paths for three audiences
Someone researching a dietitian behaves differently from someone shopping for a strength coach. Contact and intake forms are segmented by service type, direct billing information sits on the clinic pages where insurance questions actually come up, and the "Start with an assessment" path is present on every page.
Local search done properly
Every clinical service gets its own indexable page with descriptive titles and structured data, so the site can rank for specific searches like "iron infusion Vancouver" rather than only the brand name. Hours, address, and review signals are marked up for Google.
The site up close
How it's built
- Custom design system
- Responsive, mobile-first build
- Intake and contact forms segmented by service
- Team and practitioner profiles
- Structured data for local search
What the client got
- Three distinct service lines presented as one integrated offering with a single primary call to action
- Dedicated, indexable pages for every clinical service, built for local search intent
- Structured team profiles for all eleven coaches and practitioners
- Segmented intake and contact forms so enquiries arrive pre-qualified by service
- Fully responsive design that holds its hierarchy from desktop to phone