Customer Story

From “I’m interested” to “I’m a member”: Building acac’s online joining experience

How we built acac’s online joining experience: from finding a club to a personal welcome, with saved progress and HubSpot follow-up in between.

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acac club page for Albemarle Square showing a member being greeted at the front desk, with membership pricing, hours, and amenities

At a glance

Online Registration
HubSpot Integration
Member experience design

The Situation

From interested to a member

A marketing campaign can inspire someone to take the first step toward a healthier lifestyle. The experience that follows needs to help them take the next one.

For acac, we built an online membership purchase experience that guides prospective members from finding a club to completing their registration. Along the way, we focused on the questions that matter to someone considering a membership: Which location fits my life? Which membership is right for me? What will I pay? And what happens if I need help—or need to finish later?

For marketers, this is where the brand promise becomes practical. Every screen is an opportunity to build confidence and help someone move forward.

Our Solution

A connected online joining journey

Discover a club, choose a membership, review the details, complete payment, and receive a personal welcome—with a way to return and continue if life interrupts.

Find your club

Individual locations in a browsable list, paired with an interactive map on desktop. Prospective members can explore club photos, addresses, hours, and benefits before deciding where to join. On mobile, a simpler, full-width list keeps the focus on browsing and selecting a location.

Choose the right membership

The experience presents memberships available for the selected club, with individual, couple, and family options where offered, giving prospective members a consistent path to follow.

Review pricing with confidence

The purchase summary brings together membership details and charges, including applicable enrollment fees and the adjusted membership charge for the remaining portion of the month.

Save progress and pick up later

Registration progress is saved at key steps, and a resume link lets prospective members pick up their application later without starting from scratch.

Connect to HubSpot

Registration details and progress sync to HubSpot, giving the membership and marketing teams context about where someone is in the joining process.

Welcome new members personally

The welcome experience recognizes the new member by name, confirms their club, and provides next steps and links to the acac app.

Challenges We Solved

Helping people finish what they started

People get interrupted

Someone may begin joining during a lunch break, pause to discuss a family membership, or need to find their payment information. Saved progress and resume links let them pick up where they left off.

Unanswered questions at checkout

Someone who understands what they’re choosing and what they’ll pay has fewer unanswered questions. The purchase summary makes memberships, fees, and charges clear before payment.

Different levels of readiness

A route to human help stays available throughout, so people who want to speak with the membership team or explore a tour can do so, with selected-club information carried into relevant inquiry links.

Small moments of frustration in the forms

If someone selects Continue with information missing, the experience explains what needs attention and directs them to the relevant field. Labels, keyboard navigation, payment feedback, and layouts were refined across screen sizes.

The Results

Beyond the click on “Join”

A connected journey

Discover a club, choose a membership, review the details, complete payment, and receive a personal welcome.

Follow-up with context

Saved progress, resume links, and the HubSpot sync connect the online purchase journey to ongoing lead nurturing, even when the first visit ends before checkout.

Measurable purchases

Purchase tracking records a successful registration alongside the club, membership plan, membership type, and purchase value, making it possible to tell a completed purchase from a visit or an inquiry.

A personal welcome

The confirmation screen is the beginning of the member relationship.

Conclusion

Carrying the attention all the way to becoming a member

For marketers, the experience after someone clicks “Join” deserves the same attention as the campaign that brought them there. We built acac’s online joining experience to carry that attention all the way through to becoming a member.

Personalized acac welcome screen with app download links, using a sample member name

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