March 16, 2026
Year
2026
Client
David Howard
Category
Website / Software
Product Duration
1 - 2 Weeks
The research phase involved understanding the gym's core identity — a private, premium, and relentless fitness environment in Red Deer, Alberta. Conversations with the client, David Howard, clarified the target audience: serious athletes who value exclusivity, top-tier equipment, and a distraction-free training experience. Competitor gyms were analyzed to identify what sets The Next Level apart: its strict 250-member cap, 24/7 key fob access, and curated equipment from brands like Watson, Pendulum, Matrix, and True. This research shaped the tone and direction of the entire site. The site also includes an order form for Big Bend Market, a partner food company offering discounted premium meats and groceries to members.
The design for The Next Level website was built around a bold, high-contrast aesthetic that reflects the gym's intense and premium brand. A dark color palette with red accents was chosen to evoke power, focus, and elite performance. Typography was kept sharp and commanding, with large display text used to communicate key messages like "Private. Premium. Relentless." The layout was structured to guide users through the gym's unique selling points — exclusivity, equipment quality, and community — in a clean and impactful flow that mirrors the no-nonsense attitude of the gym itself.
The development of The Next Level website was focused on delivering a custom-coded, performance-driven experience. A preloader with an animated counter was built to set the tone before the page reveals. GSAP-powered scroll animations were used throughout — including text decode effects, reveal transitions, and a pinned scroll section where the membership counter counts up to 250 as the user scrolls. A smooth page transition system using session storage ensures seamless navigation between internal pages. A custom cursor with a trailing ring effect was also developed exclusively for desktop users, reinforcing the premium feel of the brand. A custom preloader plays on every first visit, building anticipation before the site reveals. Scroll-triggered animations power every section — from staggered fade-ins and text decode effects to a pinned scarcity counter that animates as you scroll.
The concept behind The Next Level website was to make the user feel the exclusivity before they even read a word. The site needed to communicate that this gym is not for everyone — it's earned. Every design and development decision, from the dark, high-contrast visuals to the animated scarcity counter, was crafted to reinforce the message that membership is limited and valuable. The tone is direct, confident, and unapologetic, positioning The Next Level as the premier destination for serious athletes in Red Deer who want more than just a gym — they want an edge.
