Case Study · Product Design · 0→1 Platform
A unified system that brings scheduling, billing, check-ins, and workout tracking together to streamline gym operations and elevate the member experience.
Hero view of the BTWB Gym Management platform across web and mobile.
Over a two-year 0→1 initiative, I led the end-to-end design of Beyond the Whiteboard’s Gym Management platform, transforming the product ecosystem from a workout-tracking app into a fully integrated operational system for functional fitness and CrossFit gyms.
This case study highlights my ownership, domain expertise, and the impact of the shipped work.
BTWB had already been thinking beyond "just a workout tracker" when I joined—they saw an opportunity to become a full operational platform for functional fitness gyms. My prior experience designing the CrossFit Affiliate Portal in 2018–2019 gave me useful context for this problem space: I'd already spent time thinking about what gym owners need from their tools, from affiliate management to day-to-day operations. That background helped me hit the ground running and contribute meaningfully to BTWB's vision from day one.
Designed the UI, interactions, visuals, and UX strategy that enabled smooth, successful conversions for gyms switching from other management platforms to BTWB.
Built the foundational design system and core architecture from a blank canvas to a fully scalable SaaS platform.
Most gyms used BTWB for workout tracking but were forced to juggle 3–5 other tools for their daily operations — billing, check-ins, scheduling, POS, and client management. The fragmented experience created:
We identified an opportunity to consolidate all of this into one platform, built around the strengths and needs of functional fitness gyms.
Before: a fragmented tool stack across billing, scheduling, check-ins, POS, and workout tracking.
While the project was not framed around proving strict business metrics, the shipped work clearly changed how gyms run on BTWB — from tool consolidation to member experience and coaching quality.
Gyms already using BTWB began adopting Gym Management quickly — far faster than is typical for gym software. Many consolidated 3–5 external tools into a single platform, reducing operational overhead and simplifying their tech stack.
Members moved from juggling multiple logins to using a single app for workouts, class reservations, and check-ins. Progress, milestones, and badges live in one place, making the experience feel cohesive and more rewarding.
Coaches gained pre-class intel, integrated performance history, and balance-aware programming tools. Instead of piecing together information across systems, they could see readiness, risk, and opportunity from a single view.
Gym owners reported less admin work, fewer workflow gaps, and more confidence in their data. With attendance, retention, and performance visible in one place, they could spend more time coaching and less time troubleshooting software.
Feedback from the BTWB community was consistently strong, with high engagement on new features and growing international adoption across 26+ countries. Even without formal analytics, ongoing investment in the platform reflected its impact.
This project represents a major expansion of the BTWB ecosystem — one that unified previously scattered gym operations into a single, fitness-first platform.
As Lead Designer, I drove the vision, strategy, design, and daily execution across a multi-year 0→1 build. I developed deep domain understanding, collaborated closely with owners and cross-functional partners, and shipped features that delivered meaningful impact on gym workflows, member engagement, and community adoption.
This case study showcases my ability to: