The Client
Forged by ReFormd is Singapore's most accessible high-performance sports science lab, offering elite-level testing and training programs to everyday athletes. Part of The ReFormd Group, they provide VO₂max testing, 3D gait analysis, lactate threshold profiling, and race-specific training programs previously reserved for professional athletes. Their mission is simple: make lab-grade performance tools accessible to everyone.
The Challenge
Launching a performance lab requires more than equipment—it demands a digital experience that educates, converts, and automates:
- Service complexity- Athletes needed to understand highly technical offerings (VO₂max, lactate profiling, metabolic testing) before booking
- Dual content systems - Services required frequent updates while bookings needed seamless Wix integration
- Lead nurturing - Converting curious visitors into paying clients required education and incentive
- Service recommendation - Athletes struggled to choose between 6+ testing modalities without guidance
- Operational efficiency - Manual lead follow-up and discount distribution couldn't scale with launch momentum
- Social proof - Building credibility required showcasing real client experiences and ratings
The Approach
The solution required balancing technical education with intelligent lead capture while bridging Next.js, Sanity CMS, and Wix bookings.
Strategic Decisions
Early conversations revealed that most athletes had never experienced sports science testing. The content architecture needed to demystify complex protocols—explaining VO₂max testing and lactate profiling in athlete-friendly language without oversimplifying the science.
The team identified a critical gap: visitors often didn't know which test they needed. Rather than forcing athletes to research six different modalities, an interactive quiz would ask about their sport, goals, and experience level, then recommend personalised testing packages. Capturing emails in exchange for discount codes turned education into lead generation.
For the client team, managing service content separately from bookings was essential. Protocols change, pricing adjusts, and new testing becomes available—but the booking system needed to remain stable. A headless CMS would allow service updates without touching Wix infrastructure.
Building trust with athletes considering their first sports science experience meant showcasing real client feedback. Direct Google Reviews integration would pull live ratings and testimonials, keeping social proof current without manual updates.
Technical Implementation
Next.js provided the performance foundation while Sanity CMS handled all service content—pricing, descriptions, protocols, and imagery. This separation meant the team could update a test's pricing or add new modalities independently.
The Wix booking system integrated seamlessly for appointment scheduling and resource management, maintaining existing operational workflows while the marketing site ran independently.
Contact forms and quiz submissions feed directly into Resend for automated discount code distribution and lead capture. When someone completes the quiz or reaches out, they immediately receive booking incentives—no manual follow-up required.
Google Maps Platform integration pulls live ratings and client testimonials, displaying real-time social proof on the homepage. The 5.0 rating from 500+ clients updates automatically as new reviews come in.
The quiz logic conditionally recommends services based on responses, turning a complex decision tree into a simple conversation.
Key Features
Interactive Service Quiz
Guides athletes to relevant testing based on sport, goals, and experience level—captures emails in exchange for discount codes
Dynamic Service Management
Headless CMS allowing rapid updates to protocols, pricing, and availability without touching booking infrastructure
Automated Email Marketing
Form submissions trigger immediate discount delivery via Resend
Integrated Booking System
Wix connection for appointment scheduling and resource management alongside marketing site
Live Social Proof
Google Maps Platform integration displaying real-time ratings and client testimonials
The Impact
The platform successfully launched Forged by RF's brand, establishing them as Singapore's premier accessible performance lab. Athletes can now understand complex testing modalities and receive personalised recommendations without requiring one-on-one consultation.
Key Outcomes
- Intelligent service recommendations guiding athletes to appropriate testing
- Automated email capture and discount distribution scaling lead generation
- Content independence for rapid service updates and pricing changes
- Seamless booking experience bridging marketing site and scheduling infrastructure
- Live social proof building credibility with real client testimonials
- Educational foundation positioning technical services for mainstream athletes
