Pivot is an all-in-one fitness platform — find coaches, book sessions, manage training programmes, and share your progress. I was the sole designer from day one, responsible for the brand, the product, and everything in between.

The problem

The fitness app market isn't short of options. What it is short of is products that work equally well for the person training and the professional coaching them. Most tools pick a side. Clients get tracking features. Coaches get business tools. Nobody gets both.

Pivot had two user groups with genuinely different needs sharing the same product. Designing for both — without one experience degrading the other — was the core challenge.

What I designed

For fitness enthusiasts: a way to find and book coaches in their area, purchase training programmes, log progress, and share milestones on a social feed. For fitness professionals: a complete business management tool — client lists, lesson plans, invoicing, health data storage — all in one place, and compliant.

The two experiences had to feel coherent. Different enough that each user saw what they needed. Consistent enough that switching between them — some users were both — didn't feel like a different product.

I also designed the full brand identity: logo, visual language, and marketing assets used across physical collateral at fitness events around the country, as well as social content in both static and video formats.

Build and launch

I oversaw development from alpha through to submission and approval on both the App Store and Google Play. I also designed and built a Webflow marketing site to generate leads and explain the product to potential users before download. An early demo of the application is below.

Doing both design and build on a product like this taught me things about design decisions that you only learn when you're the one implementing them. Constraints become real very quickly.

What I took from it

Running the full product lifecycle as a solo designer — problem definition, research, design, brand, development oversight, launch — is a different kind of challenge to working in a team. You make more decisions alone, which means the accountability is clearer. It also means the learning is faster.

You can learn more about Pivot by visiting the website, or get in touch if you'd like to know more.