The Fitness Ethic

Business Needs

The Fitness Ethic is a fast-growing fitness company based in Philadelphia offering personal and group training experiences to help clients reconnect with their inner athlete.

Since its founding a few years ago, the Fitness Ethic has grown through word-of-mouth and social media marketing. To bring the firm to the next level, however, the Fitness Ethic team approached me to build them a new website.

The website:

  1. Showcases their personal, unique approach to fitness training.
  2. Introduces Giovanni, the lead trainer, and helps prospective clients feel a sense of trust, belonging, and inspiration.
  3. Brings prospective clients to the site through search engine optimization.
  4. Cuts down on administrative time by automating payments, contracts, and scheduling, in addition to answering many common questions.

Client Dashboard

We built a client log-in area that allows users to purchase personal training and group class packages, schedule sessions, and track their performance. The scheduling tool syncs with Giovanni’s Google Calendar so that clients can see his availability in real time, and new appointments automatically populate his calendar without logging into the website.

Design Experience

We designed the site to give users a true sense of the Fitness Ethic experience, including many photos and background videos. I exchanged a portion of the cost of the website for personal training sessions, which helped me to portray the experience as genuinely as possible (and helped get my butt in shape!).


  • Web design
  • WordPress web development
  • Content support
  • Search engine optimization