Belize Box

Belize is “much more than a box”: two locations, more than 200 athletes and six activities, from CrossTraining to pilates. But that community wasn’t visible outside the box, and people who came to try a class didn’t always stay: in June, out of 24 trial classes, only 2 people became members.

The challenge: make the brand convey what happens inside, and give every trial class a better chance of turning into a member.

We designed merch collections with their own personality —“Partners in Crime”, “Find your WOD”, “Do your best”— so the community wears the brand inside and outside the box. Same colours, same tone and the same logo at both locations.

We built Belize’s website from scratch with a single goal: make the first step easy. Clear activities, timetables and prices, the two locations clearly differentiated, and a direct WhatsApp link for anyone walking into a box for the first time.

The “Book your trial class” form captures the activity and location people are interested in, and the request goes straight to the team. We also track visits and campaigns to know what works.

Since November 2025 we’ve been running Belize’s social media with content that shows the community, the classes and the coaches. We also launched “Pensando fuera del box” (Thinking outside the box): a weekly newsletter with one useful idea every Friday about training, health and wellbeing. A way to stay close to the community —and to those who haven’t come yet— outside of classes too.

Today Belize has a brand that’s recognised at both locations, a website that guides anyone who wants to start, and follow-up of everyone who comes to try a class. From June to September, trial-class-to-member conversion went from 8% to 100%.