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.
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.
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.
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.
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.
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.
