Michelle Bridges 12WBT

By February 6, 2014Case Study

MichelleBridges

 

“Since beginning the program three and a half years ago, we’ve seen a membership growth by 300 per cent year on year. We see Anchor as an essential partner that enables us to smoothly move with this trend and continue our expansion. Anchor scales with us.” – Tim Phillips, Managing Director for Michelle Bridges 12 Week Body Transformation.

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The Company:

The Michelle Bridges 12 Week Body Transformation is a program custom developed by the personal training celebrity to spring Australians into regular exercise routines, getting us lean and moving. Run completely via its core website, clients register for the program and once the agenda kicks off on its 12 week cycle, members spend the next three months dedicated to the schedule. Members are constantly tracking their progress towards set goals, as well as interacting with and encouraging their fellow participants.

The Challenge:

In essence, the program’s website is the lifeblood of the business and this is where Anchor comes in. For the business to run smoothly, solid responsibility rests on the constant health and capabilities of the site. Day one of the program brings high traffic demand from participants looking to access the site’s various features, including meal plans and exercise tips.

The Michelle Bridges organisation needed a back-end website infrastructure that held capacity to withstand the extraordinary fluctuations in inbound traffic from start to finish of each and every program.

Anchor leaps to action:

Over time, the program has exploded in popularity and Anchor has acted as the back-end body builder withstanding the weight of its visitors. Since launching in 2010, the program has grown to see tens of thousands of eager participants signing up to each round. After struggling with the load demand for 18 months, management had their ears pricked for a technical partner with the technical capability to dramatically up-scale, and fast.

Tim Phillips, managing director of the Michelle Bridges 12 Week Body Transformation Program, said they required a hosting provider that could rapidly react to sudden and vast peaks in traffic.

“While visitors to the site can be well predicted via the program’s agenda, the site must withstand its growing user demand and huge spurts in traffic. As all members start together and finish together, site visitors can leap from almost zero visitors to tens of thousands in a matter of minutes,” said Tim.

“Since beginning the program three and a half years ago, we’ve seen a membership growth by 300 per cent year on year. We see Anchor as an essential partner that enables us to smoothly move with this trend and continue our expansion” continued Tim.

After being referred by digital development agency RedAnt Design, Anchor has sustained the site’s load for the past two years. In this time, Anchor has scaled to meet the demands of sudden and large influxes of visitors. If it hadn’t, poor user experience and less revenue for the company may have resulted.

The gain:

The Michelle Bridges 12 Week Body Transformation organisation is a highly stable, fast performing site that results in a greater user experience. Many participants are re-signing up to the program to continue their weight-loss and fitness journeys. This is a testament to the positive engagement experienced by users of the site, that’s ensured loyal visitors are retained and kept motivated to follow out the rigorous programs.

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