When MindGym approached Oxygen, they were looking to replace their Strapi CMS with HubSpot's Content Hub platform. The migration was about more than just switching platforms – their existing website had issues that were preventing them from effectively communicating their value proposition and operating efficiently.
Below: The Old MinGym Website
Inefficient Content Management System
Strapi requires coding skills for even simple content updates. MindGym was forced to pull development resources away from its core business functions just to make basic website changes. With over 150 courses that needed to be displayed consistently across seven different pages throughout the website, maintaining content accuracy was a constant challenge that required updating multiple page versions every few weeks.
Lack of Social Proof and Interactive Elements
The website needed strategic social proof placement and interactive elements to guide visitors through their comprehensive service offerings and build trust in what is typically a significant organisational investment.
Unclear Value Proposition
The consultative nature of MindGym's business, with highly customizable solutions and complex product offerings, meant they needed to completely rethink how they positioned their products and educated prospects and clients about their services. The website lacked effective social proof showcasing client experiences, and the information architecture wasn't helping visitors understand the value MindGym delivers.
"Showing rather than telling" when it comes to the capabilities and live products was essential to capture visitor attention on MindGym. Oxygen worked closely with MindGym to make the live products stand out through the judicious use of interactive elements around what they already had.
Oxygen implemented HubDB-powered listings that transformed how MindGym manages its content. This included dynamic listings for case studies, investor information tabs, and other key pages.
By using HubSpot's HubDB functionality, MindGym can now update and add new content entries without any coding - simply editing backend database fields to instantly populate their on-brand, consistent templates. This solution eliminated the technical barriers that previously required developer involvement for content updates, giving MindGym complete control over its case studies and investor showcases while maintaining design consistency across all pages.
Oxygen made critical strategic decisions to create a clearer visitor experience by completely restructuring MindGym's navigation. The previous menu was congested with valuable information but lacked proper organisation and hierarchy.
The team reorganised the navigation from a complex topic-and-audience matrix into a streamlined, decision-focused structure that guides visitors through "Problems we solve," "How we work," and clear solution pathways. This strategic reorganisation created intuitive user journeys that help enterprise decision-makers understand MindGym's offerings and find relevant solutions without cognitive overload.
The team provided migration support from Strapi to HubSpot Content Hub, including go-live support, technical consulting, and guidance on 301 redirects to preserve SEO value.
We've been very pleased with the outcome overall. The website is something that the whole company has been vocally proud of.
Head of Digital Marketing, MindGym
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