THE REPUBLIKS
Two brands running on outdated websites, disconnected platforms and an app that drove no engagement. Built a unified digital infrastructure — from acquisition funnel to member app — that turned passive users into active, retained members. FitRepublik & StudioRepublik, Dubai, UAE.
Both websites were outdated and not optimised for conversion. Google, Meta and the CRM operated in silos — no integrated funnel, no data flow between platforms. The member app was equally outdated: missing core functionality, visually misaligned with the brand, and built around a passive experience rather than a tool that could actually drive retention.
"Conversion was the metric from day one — not visibility.
A full UX/UI overhaul was led across both websites, integrating Google, Meta and the CRM into a unified acquisition funnel. Campaign management and performance optimisation were embedded into the architecture — not bolted on after the fact.
Product direction was led in collaboration with the COO, coordinating a UI designer, lead developer, IT manager and an external development team in India. The app was rebuilt around the complete member journey: visit tracking, favourite classes and coaches, and regularity monitoring to drive consistent attendance.
An e-commerce layer and a personal trainer portal — letting members browse and book by personality and specialism — turned the app from a passive utility into a genuine retention platform.
"Every touchpoint connected — every conversion counted.
