Case study

TE Fitness.

I built a sales site around a coach whose story does the selling: a pro football title and TV bootcamps. Private clients, app users and film productions all arrive together, so I gave each a lane from the first screen and made every plan purchasable without leaving its card.

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IndustryFitness & Wellness
Timeline2026
Fitness & Wellness Fitness Coaching E-commerce Web Design Web Development
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tefitness.com Desktop
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// how it was built

From brief to launch.

This project was about turning a personal story into sales, so every step of the build was measured against how quickly a visitor could buy.

  1. 01 discover

    Three buyers

    I separated the audiences into one-to-one clients, app plan buyers and film or TV productions, each with different questions.

  2. 02 plan

    Routing by tile

    I planned a service tile row at the top and pushed individual plan cards lower down, where most of the selling happens.

  3. 03 design

    Black, grey, red

    I used a monochrome base with red accents and placed the coach in action shots throughout the page.

  4. 04 build

    Program sections

    I coded plan cards with price, access length, gear, duration and checklists, plus the cast conditioning and monthly remote coaching signup.

  5. 05 content

    Proof and extras

    I added the client stories slider, bootcamp event photos, the blog, and a contact page with a form and map.

  6. 06 ✓ shipped

    Selling from day one

    I checked every purchase path on mobile and desktop so each program could be bought as soon as the site went live.

What I did

The build, step by step.

  • Pick a lane first. A row of service tiles opens the homepage so each visitor chooses coaching, plans or cast conditioning before scrolling.
  • Price on every card. Each training plan lists its price and the length of app access it includes, so nobody has to click through to compare.
  • Plans that explain themselves. Duration, required gear and an included-items checklist sit on every program, from no-equipment plans to longer strength blocks.
  • The coach in every section. Photos of him with ropes, chains and dumbbells, plus his TV and stunt background in the About block, carry the credibility.
  • Buy buttons that stay put. On phones I kept each plan's price and purchase button attached to its checklist so they never drift apart.
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