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A platform for authored training programmes

Client product · platform, content structure, purchase path

Two authored systems — strength and tone — with technique video for every exercise, progression written weeks ahead and nutrition guidance alongside. Athletes across more than 20 countries open the app and see what today is.

How it worked before

The programmes lived as files and chat threads: the trainer explained technique from scratch to each person, and nobody could look up what they did last week.

What made it hard

A programme sold as a PDF dies on day three: the person does not know what today is, and cannot see whether they are moving at all. What holds someone is not the content but the structure around it — and that was the thing to build, rather than a list of exercises.

Engineering decisions

  1. 01

    The plan is a route, not a list

    Progression is written ahead by week, so "what do I do today" always has an answer. Nobody has to make that decision daily, and that decision is where most people stop.

  2. 02

    Video sits next to the exercise, not in a library

    Technique is watched before the set rather than looked up after. 150+ clips are placed within the plan instead of piled into a catalogue nobody opens.

  3. 03

    The person records progress — and is shown it

    Weights, reps and how it felt go in and come back as movement. Retention here is built on visible progress rather than on reminders.

  4. 04

    The purchase path is part of the product

    Programme pages, tiers and questions sit on one route with the platform itself, rather than on a separate landing that points somewhere else.

Where it stands

Live, with athletes across more than 20 countries. Programme, technique, plan and nutrition live in one place instead of four.

Lines of code in each project
  1. A multi-tenant restaurant platform: app, back office and three workers45,000
  2. A travel agency: its own catalogue, booking in three steps27,000
  3. Water delivery, end to end22,100
  4. A clinic: 52 pages, an assistant and a smile simulator14,500
  5. An outreach automation engine11,000
  6. A relationship CRM with an AI assistant10,400
  7. Direct-message sales run by an AI4,800
  8. Daily quests with an AI game master3,700
  9. A catalogue that updates itself3,300
  10. A platform for authored training programmes3,300
  11. A funnel that qualifies the lead itself2,900
Programme
a route written out by week
Today's plan
the decision is already made for you
Exercise with video
technique before the set
Recorded set
weight, reps, how it felt
Nutrition guidance
to the goal, without crash diets
Next week's progression
visible movement, not treading water
The weak point of a programme sold as a file is the daily decision of what to do today. Here it is made ahead, and the recorded set comes back as visible movement.

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