Kieser launches barrier-free website with Zimmermann Communications

The strength training specialist Kieser has launched its new global website together with the agencies zimmermann communications, weooo and SkyGate. www.kieser.com launched. The new, barrier-free website is available in three languages, covers five markets, is designed to be user-centered and is also strong in terms of content thanks to "smart content".

"With the new website, we are creating a digital platform that fits the Kieser brand perfectly. It is user-centered, individual, open to everyone and inspires with motivating storytelling," explains Sabrina Mehri, Chief Marketing Officer at Kieser. Kieser is aiming for AA compliance level with the new, accessible website. This high standard in accordance with the Web Content Accessibility Guidelines (WCAG) not only had a major influence on the new navigation and UX design, but also includes additional features such as sign language videos and very high contrast ratios for images, typography and background colors.

Smart content for an individual approach

According to Zimmermann Communications, the core of the new website is the idea of "smart content". Instead of a rigid website, a flexible ecosystem was created that plays out content, images and call-to-actions individually. "The aim behind smart content is to address the target group as individually as possible. To do this, we use all the information we receive, for example via referrers or cookies. Ideally, we already know what complaints or training goals the visitor has before they start browsing the website," explains Christoff Strukamp, Creative Director at Zimmermann Communications.

A revised page structure ensures clear orientation and fast navigation across the entire website, while a friendly UX and UI significantly improve the user experience. Smart content elements present content targeted to interests, and call-to-action elements intuitively lead to modern, easy-to-use lead forms.

Technical implementation and new visual world

Zimmermann Communications was supported by weooo and SkyGate in the development of "smart content". The two partner agencies not only provided the technical knowledge, but also implemented a new studio search with its own landing pages for the more than 170 Kieser studios worldwide as well as a new type of career and franchise area for corporate communications.

With the launch of the website and the SEO-optimized creation of the content, the new visual world, which Zimmermann Communications developed together with the photographer duo "Anntheo" as part of the new Kieser campaign, is also unfolding its full effect for the first time. The new website was launched this fall in the Swiss, German, Austrian and Luxembourg markets. Implementation in Australia is expected to follow in the course of 2026.

Responsible at Kieser: Sabrina Mehri (CMO), Patrick Meier (COO), René Gmür (Project Manager), Dr. sc. ETH David Aguayo (Head of Research and Development). Responsible at Weooo: Sebastian Palka (Managing Director), Gunnar Terrahe (SEO Specialist). Responsible at SkyGate: Sven Liebchen (Managing Director), Sina Hömmerich (Senior Project Manager), Luise Bauer (Accessibility Specialist). Responsible at Zimmermann Communications: Christoff Strukamp (Creative Direction), Julia Hofmann (Art Direction), Sophie Güntensperger (Text), Dominik Mätzener (Managing Director Consulting), Lara Cavelti (Project Management), Rolf Zimmermann (Overall Responsibility).