Faster prototyping
See and interact with real software much earlier.
Product design for health, fitness & wellness
Every health business is different.
Your software should be too.
I design and build bespoke websites, customer portals and business software tailored to the way your health, fitness or wellness business actually works.
By combining UX-first design, modern technology and AI-assisted development, I create personalised digital products faster, without compromising on quality or user experience.
- Built around your practice
- Prototypes in days
- Only the features you need
- Direct access to me, always
Sound familiar?
Problems I hear every week.
Too many spreadsheets
Client programmes, progress and business data live across files and systems that were never designed to work together.
Manual admin
Re-typing client details between booking, billing, onboarding and coaching tools wastes time.
Disconnected software
Your website, booking system, CRM and client experience don't work together as one journey.
Struggling to acquire clients
Your website may look good, but it isn't turning enough visitors into enquiries, bookings or customers.
Clients don't stick around
There's no digital experience keeping customers engaged between sessions, purchases or appointments.
Poor customer experience
Clients still rely on emails and messages for things they should be able to do themselves.
I build digital products that solve these problems and help your business grow.
The difference
Software that fits your business.
Most health, fitness and wellness businesses (practitioners, clinics, studios, brands and product companies alike) often end up changing the way they work to fit generic software. I do the opposite. I build software around the way your business already works.
- No unnecessary features.
- No complicated systems.
- No paying for tools you'll never use.
Your software should feel like it was built by someone who has worked inside the health and wellness industry. Because it was.
How AI helps
Days, not weeks
AI lets me prototype at speed, so you're clicking a real product early instead of reading a proposal.
How AI helps
Personal by default
Faster build cycles mean every workflow can be shaped around your team rather than a template.
How AI helps
More time on craft
The hours I save on delivery go straight back into refining the experience people use daily.
AI as the enabler
Bespoke software.
Without enterprise budgets.
AI doesn't replace designers or developers. It removes repetitive work so I can spend more time understanding your business, refining the experience and building software around the way your team actually works.
The result is highly personalised software delivered faster than traditional development.
More personalised
Every workflow can be shaped around your business instead of adapting to a template.
Better value
AI reduces repetitive development work so more of the budget goes into solving real business problems.
Continuous improvement
Ship faster, gather feedback sooner and improve continuously after launch.
Generic vs bespoke
Two very different kinds of software.
Generic software
- Forces businesses to change.
- Packed with unused features.
- Monthly licences.
- Complex interfaces.
- One-size-fits-all.
GEN1 software
- Designed around your client journey.
- Only the features you need.
- Simple to use.
- Built specifically for your practice, clinic, studio or brand.
- Grows as your business grows.
- Built and supported directly by me.
What I build
Customer-facing and internal digital products.
I design and build digital products for health, fitness and wellness businesses, from independent practitioners and coaching businesses to clinics, studios, brands and health products. Everything below is built bespoke: shaped around your workflows rather than assembled from a template.
Client Platforms
Digital platforms that give your customers, patients or members a better way to access your services.
Features
- Client & patient dashboards
- Programme delivery
- Exercise & treatment plans
- Progress tracking
- Resources
- Messaging
- Communities & groups
Website Design & Development
Modern, conversion-focused websites and product sites for health, fitness and wellness businesses.
Features
- UX & UI design
- Responsive development
- CMS & content
- Conversion journeys
- SEO foundations
- Analytics
Business Software
Replace spreadsheets and disconnected tools with software built around how your business actually works.
Features
- Business dashboards
- CRM systems
- Admin tools
- Automated workflows
- Data management
- Integrations
Booking & Client Acquisition
Turn more visitors into clients with better booking, enquiry and conversion journeys.
Features
- Online booking
- Intake & enquiry forms
- Lead capture
- Payments
- Automated follow-ups
- Conversion tracking
Micro Experiences
Small, interactive digital experiences designed to educate, engage and give your audience a reason to interact with your brand.
Features
- Interactive tools
- Quizzes
- Calculators
- Assessments
- Micro games
- Social experiences
- Lead magnets
Bespoke Software
When off-the-shelf software doesn't fit, we design and build something around your business.
Features
- Custom web applications
- Internal software
- Connected systems
- APIs & integrations
- Custom dashboards
- AI-assisted workflows
Process
Every project starts with the problem.
I take the time to understand your customers, your team and where the business loses time before a single line of code is written.
- 01
Understand
I sit with your team and follow a real customer journey end to end. Before anything is designed, I know where the time, clients and revenue go.
- 02
Prototype
You see and click the real thing early. Decisions get made on screens, not documents.
- 03
Build
Shipped in small pieces you can use straight away, on a stack built to last.
- 04
Improve
I watch how it's used, then refine. Software gets better after launch, not worse.
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About me
Hi, I'm Ben.
“I’m Ben, a UX and digital product designer with almost a decade of experience working in health, fitness and wellness.
Before moving into digital product design, I worked hands-on across the industry as a personal trainer, massage therapist and health coach. That experience gave me a first-hand understanding of how health businesses actually operate, the challenges practitioners face and, most importantly, what their customers and clients need from a digital experience.
I later trained formally in UX and product design, developing skills across user flows, information architecture, wireframing, prototyping and UI design. Today I combine that UX foundation with modern development tools and AI-assisted workflows to design and build websites, client portals, dashboards, booking systems, mobile experiences and bespoke business software.
GEN1 grew from that combination of experience. I’m not interested in building another generic website or forcing a business into off-the-shelf software. I work with health, fitness and wellness businesses to understand how they actually work, then design digital products around their people, processes and goals.
I’ve built and launched products including The Human Method, a complete digital health coaching ecosystem, and BitFiit, a fitness platform combining training, community and Bitcoin rewards.
My approach is simple: understand the problem, design the right experience, then build something that genuinely works.”
- Certified UX/UI Designer
- Nearly a decade in health & fitness
- Digital Product Designer & Builder
- Health & Wellness Industry Experience
- UX + AI-Assisted Development
Recent project 01
The Human Method.
The health coaching business I founded, designed and built as a complete digital product ecosystem, from the customer-facing website to the coaching experience inside the app.
01Marketing website
02Programme experience
03Mobile coaching app
04Booking & scheduling
A complete digital experience designed to attract clients, convert them into programmes and support them throughout their coaching journey.
- The problem
- A growing coaching business was capped by admin. Nobody could answer a simple question: how is this client actually progressing?
- The old workflow
- Enquiries by DM, scheduling by hand, plans in documents, progress in spreadsheets. Every coach kept their own version of the truth.
- The new workflow
- Clients book, pay and track progress in their own portal. Coaches deliver plans and see capacity, adherence and results from one screen.
- The outcome
- Manual scheduling gone entirely, check-ins cut from hours to minutes each week, and a bigger roster run by the same size team.
A Bitcoin-powered fitness platform designed to reward people for being active, while giving organisations the tools to run their own private fitness communities. I designed and built the product end to end, from the athlete experience to the administration layer behind it.
Recent project 02
BitFiit.
01Athlete Dashboard
Personalised fitness progress, rewards, achievements and community rankings.
02Platform Administration
Organisation management, member administration and Bitcoin reward budgets in one place.
03Organisation Dashboard
A dedicated environment for organisations to manage their fitness community and reward structure.
04Community & Rewards
Leaderboards, community participation and Bitcoin rewards designed to make activity more engaging.
- The problem
- Fitness challenges were a marketing win and an operations nightmare. Verifying activity and paying rewards consumed the team.
- The old workflow
- Screenshots submitted by participants, results reconciled in spreadsheets, prizes paid one bank transfer at a time.
- The new workflow
- Wearable data verifies activity automatically, leaderboards update live, and rewards settle to participants without anyone chasing.
- The outcome
- Challenges now run themselves, payouts are same-day instead of weeks, and organisers watch participation in real time.
In production
New client work. Details shared soon.
In design
New client work. Details shared soon.
The result
What changes after we work together.
Save hours every week
The admin that eats your evenings between sessions runs on its own.
Replace outdated processes
Spreadsheets, paper forms and email chains retired for good.
Launch faster
Working software in weeks, without cutting design corners.
Reduce manual admin
Data is entered once, then flows everywhere it's needed.
Improve customer experience
Clients book, pay and track progress without waiting on you.
Scale without more headcount
Serve more customers without adding more practitioners or admin staff.
FAQ
Common questions.
Start here
Tell me what slows you down.
A 30 minute call with me, no account managers. I'll map where your health, fitness or wellness business loses time, clients or revenue and tell you honestly whether software is the answer.
Book Discovery Call