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Bath Rugby - Website, CMS + Strategy

Bath Rugby is one of Europe's most prestigious rugby clubs. In 2015, as their 150th season approached the Club was looking to redevelop an ageing website.

The Club's marketing director had worked with us previously, and asked us to be part of the pitch process. Initially we declined due existing commitements, but when the they came back a couple of months later we were able to invest the time to really help.

After a detailed pitch process. The Club choose to partner with Semantic.


It's easy to point the finger at an out-of-date website, but the Club wanted to take a more strategic view of digital. We suggested a phased approach to include a new responsive website, ongoing testing, optimisation and future development of the shop and ticketing platforms.


As always we wanted to get under the skin of the client. We dug deep into their history, brand and aspirations. We learned about their processes and how they affected their business. We talked to supporters at the ground, and thought about the flow of "onboarding" new ones.

Our initial project deliverables included:

  • cleaner, responsive design
    (e.g. for desktops, mobiles + tablets)
  • re-worked registration and onboarding process
  • simplified navigation and ticketing
  • full content management system
  • processing and integration of Opta sports data feeds
  • close integration with email marketing platform
  • custom analytics and reporting strategy

The initial development will be supported by consultancy on an ongoing basis. We will continue to build on phase one of the platform based on analyse usage and supporter feedback.

The project team

This project was delivered by:

  • Matt Chylewski - Bath Rugby
  • Vicki Smith - Bath Rugby
  • Mike Gillett - Design & Code (Semantic)
  • Jason Elkin - Infrastructure & Code (Semantic)
  • Chris Moses - Code & Database (Semantic)
  • James Martin - Design & Code (Semantic)
  • Neil Lewin - Content & Analytics (Semantic)
  • Nick Warren - Project Management/ Content (Semantic)

Tools & Technologies

This project was delivered with:

  • HTML 5, CSS, Javascript and
  • Umbraco Content Management platform
  • MS SQL Databases
  • Microsoft Azure Hosting Platform

Do you have a similar challenge?

Semantic is a friendly and experienced digital agency. We utilise design, psychology and business experience to help our clients sell products, services and ideas.

We're always happy to listen and share ideas. Call Neil Lewin, our Managing Director, direct on 02380 111545, or send a note to and mention Bath Rugby.

We're here to help, but don't take our word for it.