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.
Sound familiar?
Client programmes, progress and business data live across files and systems that were never designed to work together.
Re-typing client details between booking, billing, onboarding and coaching tools wastes time.
Your website, booking system, CRM and client experience don't work together as one journey.
Your website may look good, but it isn't turning enough visitors into enquiries, bookings or customers.
There's no digital experience keeping customers engaged between sessions, purchases or appointments.
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.
What I build
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.
Digital platforms that give your customers, patients or members a better way to access your services.
Features
Modern, conversion-focused websites and product sites for health, fitness and wellness businesses.
Features
Replace spreadsheets and disconnected tools with software built around how your business actually works.
Features
Turn more visitors into clients with better booking, enquiry and conversion journeys.
Features
Small, interactive digital experiences designed to educate, engage and give your audience a reason to interact with your brand.
Features
When off-the-shelf software doesn't fit, we design and build something around your business.
Features
Blocks
Whether you need a better digital foundation, clearer insight into what's happening, or a partner across the whole growth journey, there's a way to work together.
Block 01
Build
Bespoke websites and software designed around the way your business actually works.
Block 02
Most popular
Build + Understand
Everything in GEN1, plus GEN1 Insights to turn your website data into clear decisions and actions.
Block 03
Build + Understand + Grow
GEN1, GEN1 Insights and Scratched Social working together across your digital presence, data and social growth.
The difference
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.
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
AI lets me prototype at speed, so you're clicking a real product early instead of reading a proposal.
How AI helps
Faster build cycles mean every workflow can be shaped around your team rather than a template.
How AI helps
The hours I save on delivery go straight back into refining the experience people use daily.
Process
I take the time to understand your customers, your team and where the business loses time before a single line of code is written.
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.
You see and click the real thing early. Decisions get made on screens, not documents.
Shipped in small pieces you can use straight away, on a stack built to last.
I watch how it's used, then refine. Software gets better after launch, not worse.
About me
“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.”
Partnership
Strategy, marketing and technology working together.
Great digital products don't exist in isolation. Through my partnership with Scratched Social, clients can access senior marketing expertise alongside GEN1's UX, product design and development.
Together, we can help you understand your business, define your growth strategy, attract the right customers and build the digital experiences that turn them into loyal ones.
DIGITAL PRODUCT & TECHNOLOGY
UX/UI · Websites · Software · Client Platforms · Apps · Digital Experiences
I design and build the digital products and systems your business needs, from websites and client portals to bespoke software, dashboards and digital experiences.
MARKETING & GROWTH
Strategy · Social · Paid Growth · Content · SEO · Email · Automation
Senior marketing expertise to help you build your strategy, reach the right audience, generate demand and turn attention into sustainable growth.
ONE TEAM. FROM STRATEGY TO EXECUTION.
Selected work / project 01
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.
A complete digital experience designed to attract clients, convert them into programmes and support them throughout their coaching journey.
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.
Selected work / project 02
Personalised fitness progress, rewards, achievements and community rankings.
Organisation management, member administration and Bitcoin reward budgets in one place.
A dedicated environment for organisations to manage their fitness community and reward structure.
Leaderboards, community participation and Bitcoin rewards designed to make activity more engaging.
In production
New client work. Details shared soon.
In design
New client work. Details shared soon.
The result
The admin that eats your evenings between sessions runs on its own.
Spreadsheets, paper forms and email chains retired for good.
Working software in weeks, without cutting design corners.
Data is entered once, then flows everywhere it's needed.
Clients book, pay and track progress without waiting on you.
Serve more customers without adding more practitioners or admin staff.
GEN1 Insights
Connect your Google Analytics and get plain-English insights into what's happening across your website: where visitors are coming from, what's working, where opportunities are being missed, and what to focus on next.
Principles
I build digital products with long-term ownership, portability and search visibility in mind.
Every digital product I create is built with portability in mind. Your website, code, content and digital assets belong to your business, not to GEN1. Projects can be connected to your own GitHub repository and hosted on infrastructure that suits your business. If you ever want to move providers or bring development in-house, your product can move with you.
SEO isn't something I bolt on at the end. I build websites with a strong technical foundation for search from the start. This includes semantic structure, metadata, heading hierarchy, image optimisation, sitemap and robots configuration, structured data where appropriate, performance, accessibility and mobile usability.
Built for your business today. Ready for wherever it goes tomorrow.
FAQ
Start here
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.
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