BLOK — Discover cross-discipline movement

BLOK started as a boutique fitness space and needed to scale into a global digital platform during the pandemic. I helped shape the product experience from a directional POV, leading on copy and messaging to bring clarity to a complex offering.

At the time, users were struggling to understand what BLOK offered—multiple disciplines, unclear subscription tiers, and clunky onboarding. I rewrote and restructured key journeys across browse, discovery, subscription, and onboarding—translating BLOK’s brutalist, design-led aesthetic into a clear, intuitive digital product across mobile, tablet, and desktop.