Grow Inclusion Through a Wellness Hub
How To
How To
Discover how OutWellness, a fitness and physical therapy center focused on the LGBTQ+ community, provides holistic health through a digital wellness center.

OutWellness is one of the few queer wellness spaces in Austin. Their mission is to provide a safe space and knowledge for the queer community in Texas, a state that does not have explicit statewide protections for transgender individuals.
Our task was to create a space that raised awareness and helped grow founder Dr. Syd Young's business. We wanted to showcase the authenticity of OutWellness while making sure potential are naturally drawn towards signing up. Dr. Syd sought us to build a digital space where the queer community can become more
knowledgeable about health issues, navigate the healthcare system, and access full-length, free workouts that target specific groups within the community, such as folks preparing for or recovering from gender-affirming surgeries.
Most people in marginalized communities cannot afford personal trainers or physical therapy. We created an info hub to help people access the care they need while increasing ROI for OutWellness.


How We Begin
Dr. Syd knows their brand recipe ingredients by heart: welcoming, non-judgmental, and always accompanied by a high level of expertise. We took these components and broadcasted them in every OutWellness channel. We defined their personas, identified how OutWellness solves
for client pain points, and productized their services. Then, we connected all those elements to what the Austin queer community wants to know. We identified client knowledge gaps and filled in the gaps that could be answered with OutWellness's expertise.


We knew we needed a home that was easy to understand and easy to navigate, so we divided it into two sections: brains and brawn. The first section is all about information—for example, how to figure out whether insurance or out-of-pocket is the best way to pay for various medical issues, and what holistic wellness means for the queer community.
The second section is all about providing full access to
Where we started

fitness and physical therapy (PT) for everyone, focusing on trans-masc-focused workouts, PT for chronic pain common in the community, and post-gender-affirming surgery recovery routines. From soup to nuts, this took about 3 months. Since this is an evergreen microsite, we will continue to update and optimize based on performance and trends.
Where we landed
Knowledge is power. We teamed up with Dr. Syd and key members of the queer wellness community to identify the biggest knowledge gaps. Then, to address these, we created a content matrix with
easy-to-understand formats like checklists and infographics, and when needed, full ebooks. Our content covers every stage of the funnel, from general information to specific ways OutWellness can help solve these issues.

Dr. Syd's passion is OutWellness, plain and simple. They are dedicated to ensuring that everyone achieves physical strength and optimal wellness, regardless of their income or class status. They understand core health needs in the community, ranging from caring for gender-affirming surgery, building masculinity
through muscle structure, or simply aiming to increase overall strength and mobility. Dr. Syd built OutWellness's individual workouts and routines based on their deep knowledge of client communities.
We reached these three important goals.
At the End of the Day
At the End of the Day
Everything we did—from strategy, messaging, understanding pain points, and mapping the user journey, culminating in the digital resource hub—enabled us to address and accomplish the clients'original objectives.

And Yay!
It All Worked!
Not that we ever had any doubts, but these stats are pretty great.
150%
Increased viewers by 150% in two months
73%
Grow users through organic search by 73% in one month
#1 Visited
Boosted the Wellness Hub homepage to the most popular subpage within two months from launch