The Row Astoria
The Row Astoria is a New York City gym and fitness center offering a variety of training experiences, including HYROX, HIIT, and Circuit Training.
Project Type
Self-initiated
Services
Messaging, Web Design, Webflow Dev
Industry
Health & Fitness
Unique pages
1
Date
May 2026
Location
New York
The Challenge
The existing website didn’t reflect the quality and energy of the brand. Its outdated visual design gave it a somewhat DIY feel, while the messaging lacked clarity and didn’t effectively communicate what The Row Astoria offered or why it was relevant to its target audience.
The challenge was to create a website that felt more modern and professional while making the gym’s offerings easier to understand.
The Approach
I took a strategic approach to the redesign, starting with the website’s messaging and structure before focusing on the visual design.
I refined key sections of the copy to communicate the gym’s offerings more clearly and make the messaging more relevant to its target audience. I then redesigned the interface around this clearer messaging, creating a cleaner visual system with stronger hierarchy, improved structure, and a more contemporary aesthetic.
The goal was to make the entire experience clearer, more cohesive, and more aligned with the brand.
The Result
The redesigned website gives The Row Astoria a more polished and professional digital presence.
Clear messaging helps visitors understand what the gym offers. The updated visual design creates a stronger first impression and better reflects the quality of the brand.
The result is a website that combines clear communication, purposeful structure, and modern visual design to create a stronger experience for prospective members.
Before
After
