Who is Garden Sporting Center.
At 38,000 m², Garden Sporting Center is the largest sports center in Emilia-Romagna. Since 1984, in the heart of Rimini, it has been far more than a gym: two swimming pools, a cutting-edge fitness area, personal training, four sports academies for children and teens, swimming, football, dance, karate, and the proprietary Evolness® method, combining training, nutrition, and medical supervision. Rounding it out, the Steven Sporting Club. For the local community, Garden isn't a service: it's an institution.
The challenge: renewing an institution without betraying it.
Every historic institution, sooner or later, meets its own generational shift. For Garden, that moment came with Luca Pasini, the manager who chose to lead it with a precise vision.
An institution defends itself only by renewing itself. Technology, artificial intelligence, and new workflows had to become the language through which Polisportiva Garden would speak to its entire community, improving every service without losing the soul built over forty years.
Luca Pasini, Polisportiva Garden
The starting point was a dated website: slow, hard to update, fragile on mobile, with a legacy of SEO rankings accumulated over the years that had to be protected at all costs. Rebuilding everything meant risking wiping it out.
This wasn't about "redoing the website." It was about building the digital infrastructure on which an institution would rest its next season.
Deep Marketing, Strategic Analysis
The strategy: Deep CMS as the backbone.
Deep Marketing rebuilt Garden's entire digital presence from scratch on Deep CMS. Nineteen pages, eighteen custom-designed blocks for the Garden world, from interactive pool timetables to course accordions, from trainer grids to membership cards, giving the editorial team a tool where you "open, edit, save, done," with no developer needed.
Under the hood, the entire site runs on Cloudflare's edge, distributed across more than 330 cities: pages that load before your finger leaves the mouse. Every image was converted to WebP, cutting page weight by 72%. The mobile experience was redesigned route by route.
The migration from the old site happened without losing a single ranking: 37 301 redirects, mapped one to one, carried the historic SEO authority over to the new domain.
Measuring to grow: DM Intelligence.
A data-driven renewal needs real data. Every Garden page is tracked by DM Intelligence, the platform that unifies Analytics, SEO, and GEO in a single, management-readable dashboard, no invasive cookies, with privacy-friendly server-side measurement.
The conversion path was built end to end: contact form with a dedicated thank-you page, a defined conversion event, first-touch UTM capture, and automatic forwarding of every lead to the client's CRM. From the organic click to the contact request, every step is measured.
Evidence-based marketing isn't a slogan: it's knowing, every morning, which pages bring in leads and which don't. Garden now knows.
Deep Marketing, Project Team
The outcome: a solid foundation to grow on.
At launch, Garden starts with a digital presence worthy of its scale: 19 pages built on 18 custom blocks, images lightened by 72% and served on Cloudflare's global edge. The migration from the historic site happened without losing a single ranking, 37 301 redirects mapped one to one carried over the SEO authority built over the years.
Above all, every page is now measurable: from the organic click to the contact request, every step is tracked and attributed with DM Intelligence, ready for the sales team. The foundation is in place; growth is the next chapter.
None of this would have been possible without a client capable of seeing the future of their own sector and giving the agency the room to build it together. There are no great agencies: there are excellent client-agency relationships.
What's next: integrated e-commerce.
The new infrastructure is only the beginning. The next step is integrated e-commerce: memberships, courses, and services purchasable online, within the same Deep CMS ecosystem. Because Deep CMS's advantage isn't just speed, it's the ability to integrate cleanly with other business systems and processes. For Garden, the generational shift isn't a finish line: it's a platform to keep growing on.
