Fetter Fitness
Fitness Studio
Web design
Kitchener, Ontario
2025
Fetter Fitness is a private gym in Kitchener, Ontario, owned and operated by Danny Fetter. The space offers personal training, open gym memberships, hourly rentals for fitness instructors, and bookings for content creation. When Danny reached out to Jaia Studio, he was in need of refreshing the brand and redesigning the website to make it clear that trainers could book the space to train their clients or run fitness classes. The existing site wasn’t communicating these offerings effectively, and he wanted to position Fetter Fitness as a dynamic, community-driven gym that could support both clients and independent trainers alike.
Summary
This was a full-service brand and website project. While the logo and core colors were already established, we expanded the brand identity to create a full guideline that could scale with the gym's evolving offerings. Jaia Studio led the full UX and UI design, website copywriting, and website development. We also handled photography for the entire team, helping create a welcoming and professional digital presence that better represented the services available.
Challenge
At the start of the project, the existing website was still functioning as if Fetter Fitness were a single-trainer business. It didn’t clearly reflect the fact that the gym had expanded to include open gym memberships, rental space for personal trainers, or bookings for fitness content creation. Danny also needed a brand and website that captured the gym’s high-energy environment while maintaining clarity, professionalism, and visual consistency — all without changing the logo he already loved.
Solutions
We began by building out a full brand guideline rooted in the existing identity — extending the coluor palette, establishing a font system, and creating clear rules for visual consistency. From there, we designed and built a clean, mobile-responsive website that prioritized clarity, action, and bold visual messaging. The copy was restructured to highlight all three key offerings: memberships, trainer rentals, and content bookings.
We also produced a full library of custom photography, including trainer headshots and on-location images that captured the spirit of the gym. Since launch, Danny has seen a significant increase in web traffic, bookings, and trainer interest — and within a month of launch, Fetter Fitness was fully booked.
