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The gym that’s revolutionising Bangkok’s fitness industry with a data-driven approach.
We had the pleasure of starting work with the BASE team before they even had a name for their gym.
So we worked with them to identify the core principles that made their proposition different to the competition and built the BASE brand from there.
"Maya initially said we needed a brand that we were proud of and excited about. And they absolutely delivered."
Jack Thomas — Founder & CEO
Design
The brief was to create a high-end, modern and exciting brand that stood out against the norm for Thailand's fitness industry, one that people would be proud to become a part of.
This was achieved by creating an iconic logo and elements for the brand that all tie into the tagline “BUILD YOUR BASE” - a powerful play on words that lay down the core principles for BASE.
"We didn't just get a brand, we got an education on how to apply it, which proved invaluable as we moved from development to implementation."
Jack Thomas — Founder & CEO
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"We get constant positive comments on the strength and feel of our brand and it's made BASE stand out proud in a crowded market."
Jack Thomas — Founder & CEO
Website
One of the requirements of the website was to include the facility to purchase one-off classes or memberships through the site.
We developed a system that integrates with BASE's booking systems using an API to create a seamless experience for users.
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Marketing
As well as working with BASE on their brand and website, we created social media and newsletter templates, marketing materials and a search engine optimisation strategy.
BASELine
After building and supporting the BASE website for several years, BASE approached us to create a system for recording their users' workouts (the number of km run, the maximum weight lifted, etc) that would allow their users to keep track of their progress, compare their results with other users and promote healthy competition. This would become BASEline.
We integrated the new system with BASE's existing booking system in order for it to know what classes were happening and therefore which measurements should be taken. We also implemented a way for BASE to manage the different types of measurements being taken while allowing the system to control how each measurement type is compared and displayed for consistency.
There were four parts to the project:
- Tablets for inputting measurements
- Screens for displaying leaderboards and top-ten lists
- A website for users to log into
- App so users can access BASELine from anywhere from the home screens on their phones or tablets.
We decided to use web-based systems as it would result in a quicker development time at this early prototype stage. The tablets use a web browser in kiosk mode and the screens user a Raspberry Pi with a web browser. Each of them loads the data from a central API, so if/when the tablets and screens are redeveloped with native apps they can continue to use the same data sources.
We rolled out the project in stages, starting with the tablets in order to gather realistic user data, followed by the screens in order to get users more invested in recording their data. Then the website that allows them to be more directly involved and finally, after much user testing and feedback, launched the app.
Results
BASE was able to secure a partnership deal with Adidas based on their innovative approach, supported by their branding and presentation, before the gym even opened. Upon launch, the website and social media presence drove much interest in BASE and helped to communicate what set the brand apart from the competition.
Since launch, BASE has worked in partnership with the likes of GQ magazine, as well as continuing a collaboration with Adidas while exceeding membership targets. BASE opened its second gym in spring 2018 and then a third location in 2019.
They regularly win awards winning "Best gym in Asia" Fitness Best award in 2018 and again in 2021. They have also been named as 'Bangkoks Best Studio'.
