The Melbourne Centre for Athletic Performance

The Melbourne Centre for Athletic Performance (MCAP) is a high performance sporting facility for elite athletes, and athletes who are on the pathway to eliteness. In addition to their strength and conditioning training programs, they offer access to highly-regarded specialist medical practitioners such as physiotherapists, podiatrists and myotherapists. MCAP approached our team with a vision for a digital presence that reflected their state of the art facilities and elite level service.

The result is a striking website with eye-catching visuals and informative content. Now, it accurately reflects the professionalism and quality of MCAP’s specialist services. With appearances from Australian sprint champion Jack Hale and Essendon Football Club superstar Cale Hooker — who both train with MCAP’s strength and conditioning coaches — the website’s visual appeal reached new heights.

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At MCAP, it’s all about the details. From the fittings and fixtures to the 3D monitoring technology; the facilities at the centre are world-class. Therefore, it was important to our team that these impressive features were showcased throughout our work. The result is a functional and aesthetic website that communicates MCAP’s two core services (high performance training and sports medicine). Designed using a mobile-first approach, the site captures the story and essence of MCAP and combines it with a thoughtful user journey designed to convert.

The cherry on top of this project was the photoshoot with Andrew Wilson. Knowing photography would play a crucial role in creating a distinguished look and feel on the website, Andrew nailed the brief by capturing the motion and movement of MCAP’s athletes, as well as the quality of finishes within the facility.

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