Miller Systems Helps Award-Winning Personal Training Center Expand Opportunities with New Web Site, Corporate Identity

Boston - January 09, 2004

Miller Systems, one of Boston’s premier Web engineering and IT consulting firms, today announced it has developed a new web presence for Custom Fitness, an acclaimed Boston-based personal training service and center.  Leveraging its award-winning approach to information architecture and design, Miller Systems completed a total overhaul of Custom Fitness’ corporate identity and the site’s visitor experience.

“As a service business that caters to our clients needs, we have a deep appreciation for other service firms that can help us better communicate with our clientele and prospects,” said Jeff Rutstein, founder and principal, Custom Fitness.  Within one week of the site’s launch, Custom Fitness received four new qualified prospects for their training services.  “Miller Systems’ expertise provided us with more than just a great looking web site; we now have a world-class medium for differentiating our services, sharing helpful fitness facts and providing a clear call to action for new client prospects. The proof is in the pudding.”

Applying its scalable “beyond brochureware” approach, Miller Systems worked closely with Rutstein to carefully analyze the value points in Custom Fitness’ services, assist in defining page content and craft the right messages.  The content architecture and development was followed up with a traditional iterative design cycle that included a new corporate identity for the company.  The result is a highly improved user experience for individuals looking to improve their health and fitness that illustrates why working with Custom Fitness can be a much more valuable and results-oriented solution than simply joining a gym.

“Regardless of a company’s industry or size, all businesses must consider their corporate website as the most important representation of their brand and a means for communicating with clients and prospects,” said Seth Miller, Founder and CEO of Miller Systems, Inc.  “Miller Systems has long been committed to providing our clients with objective recommendations, timeless design and reliable technology solutions that deliver excellent return on investment.”

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About Custom Fitness
Founded by Jeff Rutstein in 1990, Custom Fitness is a Boston-based personal training service and center that prides itself on a fully personalized approach to fitness training.  Custom Fitness has been featured in over 100 international media outlets. 

About Miller Systems

Miller Systems helps mid-market and enterprise organizations solve business problems with thoughtful user experience design and smart technology implementation. By focusing on human beings first and technology second, our award-winning team consistently delivers high quality solutions that get results - and help clients achieve their goals.

Miller Systems provides a balanced set of strategic, design, and technical implementation services that help clients ensure adoption, success, and ROI. Typical engagements include web experience design and development, managed IT services, Microsoft SharePoint strategy and implementation, behavior analytics, system integration, and hosting.

Since 1995, the firm has delivered successful solutions for hundreds of organizations including WGBH, Southern New Hampshire University, Iron Mountain, Debevoise and Plimpton, Ciena, State Street Bank, and the TJX Companies. For more information call 617-266-4200, or send email to


Alana Suko
PR Counsel
Bluefin Communications