Over 50 course pages. One screen to run them.
The subscription site of Australia’s largest fitness training organisation, where subscriptions took hours to manage. Now they take none.
- Industry
- Fitness education and training
- Platform
- WordPress to HubSpot CMS
- Connected
- Chargebee, Matrix LMS, Zapier
- Project lead
Trav White- Award
- 2022 Impact Awards
01 The briefRebuild Network on HubSpot CMS, with content that changes for each member, every course managed from one screen, and subscriptions and courses connected so they run without anyone managing them.
Their best salesperson was the hardest to manage.
The Australian Institute of Fitness (AIF) is the largest fitness training organisation in Australia. Network is its subscription site: continuing education courses fitness professionals take to keep learning and earn professional development credits.
Jess Bryant at AIF knew the Network website was their most important salesperson, the first place a fitness professional met the brand. The old WordPress site did not reflect the quality of the courses behind it, and it had no educational content or way to nurture a visitor who was not ready to buy, so the sales team was held up from the very first touchpoint.
Every course had its own page. Over 50 courses meant more than 50 pages, some courses needing several, with no way to edit them together. A small change had to be made 50 times over, and the site was as hard for members to find their way around as it was for the team to run.
It stayed that way because the pages could only be changed one at a time. AIF already used HubSpot well, but Network's pages, its subscriptions and its courses each sat in a different system, and joining them up needed developers every time.
What AIF asked for
- Courses that teach well. Content designed for learning, with reporting behind it.
- A site that knows who is reading. Content that changes at each stage of a member's journey.
- Automation both ways. Personal for the member, and less manual work for the team.
- A website that sells. Built to attract visitors and turn them into subscribers.
Built new, around the member.
Neighbourhood had worked with AIF before, so the project started straight into an audit. Then the site was built from scratch on HubSpot CMS, with the member's journey mapped before a page went up.
Audit the brand and the website
A brand and website audit of Network's WordPress site. It showed the site needed a full web strategy, design and build to work across every course.
Map the journey, then build from scratch
The new site was developed on HubSpot CMS from a blank page, mapped out in Miro against the member's journey to find each point where a visitor could be nurtured towards a subscription.
Content that changes with the member
What a visitor sees depends on their membership level and whether they are signed in, down to greeting a member by name. HubSpot's smart content reads it from their contact record.
Trial the offers before the launch
New creative for emails, landing pages and ad campaigns, trialled with cold audiences to decide which offers went into the wider launch.
Every course on one screen
HubDB, HubSpot's database tables that pages can be built from, was set up with an API, so every course page is managed from one interface without anyone copying a change across by hand, and more than one person can edit.
Why the audit came first. Knowing AIF from past projects meant the team could go straight to Network itself, and the audit decided how much of the site had to be rebuilt.
- A membership toggle. Switching between billing options changes the price layout and the call to action, from a $0 course in a membership bundle to a premium course with its discount shown.
- A free trial against a dollar. A free trial, its length set for each product, tested against
$1 for 60 days
, each as a call to action that changes with the product. - The member's own details. Smart content that uses a member's contact information once they are logged in.
Each of these tested with cold audiences first, so the offer that went into the launch was one people had already responded to.
Five to ten new courses a month, all added from one screen.
Billing, courses and CRM in three different systems?
Billing, courses and members, joined up in HubSpot.
Chargebee takes the subscription, Matrix LMS runs the course, and HubSpot hears about both, so the website can show each member the right thing without anyone keeping it up to date.
HubSpot CMS and HubDB
Where the pages live, and where every course is managed.
- The site rebuilt from scratch
- Every course page run from one HubDB screen
- An API behind HubDB
- Dynamic calls to action for each product
Chargebee
Subscription billing, connected to HubSpot.
- Syncs every hour
- New subscriptions brought into HubSpot
- The membership account created in the CRM
- Its product catalogue behind the calls to action
Matrix LMS and Zapier
The learning management system, where members take their courses.
- Moved from Moodle LMS to Matrix LMS
- Connected to the website through Zapier
- Members added to lists by their membership
- Those lists decide what each member sees
Automation and smart content
What a member sees, and what they are sent.
- A welcome email sent by workflow
- Sign in with Google or Facebook
- Content by membership level
- Content for members who are signed in
Mapped first, then built.
From the plan in Miro to the pages members used, as published with the case study in 2022.
Four goals. Here is what came of them.
What AIF asked for before the project started, and where it stood once it was live.
Goal 01
Courses that teach well, with reporting behind them
We set up HubDB with an API, so every course page is managed from one screen, and connected Matrix LMS to the website through Zapier.
70%
less time across departments to set up a course and change its content. More than 50 course pages that used to be changed one at a time are now run from one HubDB screen, and more than one person can edit.
Goal 02
Content that changes at each stage of the journey
We set up smart content by membership level and sign-in, and lists from the LMS that decide what each member is shown.
Personalised
for each member, on a site that used to treat every visitor the same. What a visitor sees depends on their membership level and whether they are signed in, down to greeting a member by name, and nobody edits a page to make it happen.
Goal 03
Automation that is personal for members and saves the team time
We synced Chargebee into HubSpot every hour, creating the membership account in the CRM, and set up a welcome email sent by workflow.
0
hours to manage subscription systems and logic. The billing and the courses keep HubSpot up to date on their own, and each new member gets a welcome email without anyone sending it.
Goal 04
A website that attracts visitors and converts them
We rebuilt the site on HubSpot CMS from a journey mapped in Miro, with offers trialled on cold audiences and calls to action that change with the product.
3
offers tested on cold audiences before the launch. The offer that went into the launch was one people had already responded to, on a site built to attract visitors and turn them into subscribers.
AIF's Network site now changes for each member and runs with far less work behind it. Courses take 70% less time to set up and change, and subscriptions take no hours to manage.
The team adds five to ten new courses a month from one screen, without the course pages getting any harder to use.
The project kept growing. It started as the next job after an earlier one for AIF, and became bigger after every engagement with Jess and the team.
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the HubSpot CMS rebuild, the HubDB courses and the Chargebee, Matrix LMS and Zapier integrations.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
Still making the same change fifty times over?
The neighbours next door.
The closest builds to this one, ranked by industry, HubSpot hub and service.