Athletic Armour
Client
Athletic Armour
Role
Product Strategy, Brand Design, Full-Stack Development
Duration
6 weeks
Year
2025
"The platform transformed how we operate. What used to take hours of admin now happens automatically."
About the Client
Athletic Armour is a premium fitness coaching brand specialising in sport-specific training programmes. Their clients range from amateur athletes looking to improve performance to serious competitors preparing for events. The founders combine sports science backgrounds with hands-on coaching experience.
The Project
Built a complete digital platform for a fitness brand, including custom CMS, brand identity redesign, and multi-step client onboarding system. Delivered in 6 weeks.
Case Study
The Challenge
Athletic Armour had built a growing client base through word of mouth and social media, but their operations relied entirely on manual processes. Client sign-ups came through Google Forms, data lived in scattered spreadsheets, and there was no central platform to showcase their services or capture leads.
They needed a professional digital presence that could present their brand with credibility, automate client onboarding, allow them to publish content independently, and scale without adding admin overhead.
The Solution
I delivered a complete platform that transformed their digital operations.
Brand Identity
Redesigned their visual identity from the ground up. The new brand features a bold "AA" monogram that works across all touchpoints: website, social media, and merchandise. Clean, modern, and unmistakably athletic.
Marketing Website
A conversion-focused site showcasing their programmes, client testimonials, and thought leadership content. Every section is designed to build trust and drive enquiries.
Custom CMS
A full content management system giving the team complete control. They can publish blog posts, manage testimonials, update programmes, and track submissions—all without developer support.
Client Onboarding System
A structured 6-step intake flow replacing their Google Forms. Captures fitness goals, nutrition preferences, availability, and timeline. Submissions trigger automatic email notifications and are stored in a centralised dashboard.
The Tech Stack
- Next.js & TypeScript for a fast, type-safe application
- Tailwind CSS for consistent, responsive design
- NeonDB (PostgreSQL) for reliable data storage
- Vercel for deployment with global CDN
- Resend for transactional emails
The Results
Athletic Armour now has a professional platform that matches the quality of their coaching. The automated onboarding has freed up hours of admin time, and the CMS means they can keep content fresh without waiting on developers.
The brand transformation has elevated their market positioning, helping them stand out in a crowded fitness industry.
Screenshots
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