Athens Road Runners
Most run clubs lose people before the second run. Research showed why: the gap between finding the club online and feeling like you belong in person. This project closed that gap — through a research-driven rebrand, conversion-optimized site, and a community tool built around real athlete needs.
Client
Athens Road Runners
Running, Event Site
My Role
User Experience
Branding + Interface Design
Duration
12 months
2024
Insight
Running is obviously an IRL event, but so much of an athlete's experience starts on a screen. Online success translated to big in-person wins (for us and our runners).
🔍 KEY INSIGHT
The primary barrier for prospective members was "expert-intimidation." The solution? UI for beginners!
Outcome
On the inaugural race day, over 1,200 athletes sold out the event. Membership grew to over 500 runners and my inbox filled with over 55 introduction requests from the web form I built.
