Coach Kingham
Despite years of trust and experience, Coach Kingham had no defined market position, service structure, or digital presence. The challenge was to turn a reputation built through word of mouth into a clear, credible offer—one that reflected his grounded, educational approach and made it easier for people to find their fit.
Their Story
For over 15 years, Coach Kingham has worked across commercial gyms, boutique Pilates studios, corporate wellness teams, and private homes. He holds extensive qualifications and has long standing relationships with health and wellbeing providers and customers but his brand was almost invisible. With no digital presence, a word-of-mouth marketing model, and an unclear service proposition, Dan had little to point to when prospective clients asked what he offered. Dan needed a clear brand story, a structure that reflected the flexibility of his offer, and a website that would support him as he moved towards a scalable, hybrid model of delivery.
Discover & Define
Working with Dan, I mapped patterns in his clients’ goals, challenges, services, professional journey, outlook on disciplines, and future ambitions. I also analysed the landscape—adjacent services, trends, and pricing models—to define his market position and growth potential. His approach distilled into three core values: adaptability, clarity, and real-world focus. I identified four key client personas: Get Started, Sustain Fitness, Recover & Return, and Grow with Goals. From this, the organising idea Find Your Fit emerged—reflecting Dan’s belief that fitness should support everyday life. Digital Product: The product strategy grew directly from the brand idea. Dan wasn’t offering a rigid, linear service—he was offering adaptable choices. We broke down the offering by audience type, service format, location, and delivery method. This formed the foundation for the wireframes, ensuring the architecture reflected the flexibility and clarity at the heart of Dan’s approach.
Develop & Deliver
I explored three brand directions: Strength & Balance, Precision & Purpose, and Fit for Life. The final brand strategy centred around four core principles, drawn from interviews and coaching sessions: Meet you where you are / Accuracy over intensity / Always educating / Progress with purpose. These principles shaped every aspect of the visual, verbal and brand experience. The website was built around Find Your Fit, helping users identify their needs. Key modules included: • Who I Train: A client typology that created an inclusive entry point. • Ways to Train: A matrix of training formats and settings. • Core Services: Granular, educational breakdowns of Dan’s offer. • New Services: Added corporate packages and home gym setup. • Principles-led Content: Written in Dan’s voice—educational, direct, and supportive—explaining the 'why' behind each service to aid confident decision-making. Though built in Squarespace, the site was fully bespoke—designed from scratch with custom wireframes and strategic content, not templates.
View all work