From discovering the gym
to joining it.

SoDel Well is a community gym in Rehoboth Beach. Its audience includes public members, hospitality workers and people whose membership is paid for by an employer. They may train in the same room, but they do not all join on the same terms.

The website had to answer some very ordinary questions well: Is this gym for me? Which membership applies? What am I committing to? And what happens once I sign up?

Those answers had to remain consistent as someone moved from an advertisement to the website, then into enrollment. A welcoming homepage was only part of the work. The choices behind it needed the same attention.

I worked on the website and paid campaign messaging together. The public invitation needed to describe a place people could picture themselves using, with a clear next step for someone who was curious and another for someone ready to join.

I reorganized the site around the gym, its people, the classes and the membership choices. Campaign work covered the offer, creative direction, copy and management of paid campaigns. The SoDel team and Vivid contributed photography and video; my role was to connect that material with the website, the offer and the next action.

A campaign inquiry and a membership signup are different events. Someone leaving their details in a Meta form enters a staff follow-up path. Someone following a direct offer may go to a class booking or enrollment page. I treated those paths separately.

The membership page separates public options, hospitality options and employer-paid benefits. Each person should be able to find the route that applies to them without guessing what a label means.

The copy distinguishes payment frequency from the length of the commitment and explains renewal separately. A recurring payment is not, by itself, an explanation of the agreement. That distinction matters before someone reaches checkout.

For eligible employer-paid members, enrollment is direct. Employment verification follows where applicable; the copy does not introduce an advance approval step. Public and hospitality paid options remain separate from that benefit.

I revised the public explanations and the enrollment handoff around those distinctions. This was a copy and workflow improvement; changing payment settings was outside that work.

A controlled test of the free employee membership completed enrollment without a card or an advance approval step. The supplied inbox evidence also showed the associated registration, welcome, waiver and staff purchase notifications reaching the test recipient.

The checks covered the employee enrollment route and the observed notifications. Paid checkout, delivery to other recipients and class reservations were outside that test.

The delivered work gives prospective members a clearer explanation of their options and the staff a defined handoff to follow. It connects the offer people see with the enrollment route they need and the work that happens afterward.

Completed through Raj’s operating role with SoDel. Website implementation, campaign strategy and management, membership copy and enrollment testing. Photography and video by the SoDel team and Vivid; those assets are not reproduced here.