Officine & BHT LAB

THE PROJECT

The challenge was to build two digital ecosystems capable of coexisting under a single visual identity, serving profoundly different markets and needs:

• Training centres: the two locations in Milan and Courmayeur are centres of excellence in the world of CrossFit.
• Digital: BHT LAB, a vision of digital coaching for athletes who do not compromise on quality, wherever they may be.

The result could not be a single adapted platform; two independent digital touchpoints were needed, each with its own architecture and business logic.


DIGITAL STRATEGY & FEATURES
Officinehub.com

A corporate website designed to strengthen the brand’s positioning, optimise lead generation at a local level, and manage the future online shop.

• Minimalist style: a design that reflects the discipline and simplicity of training.
• Brand equity: every visual choice conveys the exclusivity of the physical locations without having to state it explicitly.

BHT LAB: Standalone coaching app

We have developed an app dedicated to remote coaching, designed for those who require a rigorous technical programme even outside the gym. The app allows access to the BHT LAB method anywhere, ensuring continuity in the training programme.

• Performance-Driven UX: the simple and effective interface is optimised for use even during intensive training.
• Session focus: immediate access to the workout of the day, with the option to view tutorial videos and chat with the coach in the training clusters.
• Payment automation: a monthly recurring subscription system managed via Stripe that automates the distribution of daily workouts.

TECH STACK

• Mobile app: React Native (iOS & Android)
• Backend & API: Symfony
• Payment system: Stripe (Subscriptions)