Coaching platform · WordPress

A 95-Page Rebuild and Membership Platform for an Endurance Coaching Brand

A 95-page rebuild for an endurance coaching business, with a full membership platform, Stripe subscriptions, online courses and CRM integration.

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Client: BodyInShape
Industry: Coaching platform
Platform: WordPress
Scope: Custom WordPress, Memberships, E-Learning, CRM
Year: 2026

bodyinshape.com

BodyInShape website, designed and built by Devma

Built on

WordPress

Thirty Years of Coaching, Spread Across Ninety-Five Pages

BodyInShape is the triathlon and endurance coaching practice of Krista Schultz, MEd, CSCS, an exercise physiologist with three decades of athletes behind her. The business had accumulated ninety-five pages of training plans, courses, podcast episodes and video resources, and no structure holding them together.

The rebuild had to do two things at once: reorganise a very large body of coaching content so athletes can find the right plan, and put a real commercial layer underneath it, memberships, subscriptions and course delivery rather than one-off downloads.

Scope of work

Custom Theme Development
Membership & Subscriptions
Online Courses
CRM Integration

Our strategy

We rebuilt the content architecture first, then layered membership, subscription billing and course delivery onto it so every asset had a place and a price.

01
Discovery & Research
We catalogued the full library, plans, courses, podcast, video, and sorted it by the athlete’s stage rather than by format. That surfaced which material belonged behind a membership and which should stay open as the top of the funnel.
02
UI/UX Design Iterations
The journeys we prioritised were the ones the business runs on: choosing a training plan, subscribing, and getting into a course without a support email. Each was reduced to the fewest screens that still made the decision clear.
03
Visual Design
A clean, calm interface built around long-form reading and video, using an aqua and deep-teal palette that stays legible during the long sessions athletes actually spend on training content.
04
Development
Custom WordPress theme with Elementor, a full membership platform, Stripe subscription billing, online course delivery, downloadable training plans, a podcast and video resource library, and CRM integration so athlete records follow the subscription.