CrossFit Chew Valley

Overview

CrossFit Chew Valley wanted to reignite their brand, bringing fresh energy to their digital presence while staying true to their community-driven, high-intensity training ethos. Their existing brand felt outdated and lacked the spark and dynamism that defines their gym.

LUX was brought in to elevate their identity with a bold, modern approach - one that captures the excitement, challenge, and inclusivity at the heart of CrossFit Chew Valley. The result is a website that feels fresh, powerful, and energising, just like their training sessions.

Design approach

To inject new energy into the brand, LUX introduced a striking electric yellow, used sparingly but with high-impact moments to balance their iconic red and black colour scheme. A theme of outlined, overlapping text runs throughout the site, reinforcing key values like “Progress,” “Community,” and “For Everyone.” This layered typography adds depth and movement, mirroring the intensity and momentum of CrossFit training.

The website is built on a headless CMS, powered by a modern Next.js app, ensuring high performance, flexibility, and full responsiveness across all devices. Every element of the design was crafted to be as dynamic and engaging as the CrossFit Chew Valley experience itself.