Lewis Tanner Fitness - Personalised Hyrox & Functional Fitness Coaching

Clients were coming in through referrals, Instagram and LinkedIn enquiries. Conversations happened naturally and trust built quickly. Every step worked but they each required manual intervention. The result was increasing friction and a growing administrative burden.

Lewis’ time was being pulled into:

• Responding to enquiries

• Managing scheduling

• Manually onboarding clients

• Tracking payments

• Managing spreadsheets for revenue and coach payouts

None of these tasks created better coaching, they simply existed because the systems didn’t yet exist. At the same time, the competitive landscape revealed an interesting gap: Many Hyrox coaches had strong social visibility but very few had structured funnels behind the scenes.

This was the opportunity: Maintain Lewis’ deeply personalised coaching style while building the infrastructure needed to support it.

We treated the project as three layers working together:

• Brand positioning - Understanding where Lewis sits in the coaching landscape and reinforcing his authority with serious athletes.

• Funnel architecture - Designing a structured path from Instagram interest to onboarding.

• Operational automation - Reducing the manual workload behind the scenes.

The funnel blueprint was mapped in detail before development began:

Instagram → Website → Application → Discovery Call → Payment → Onboarding → TrueCoach → Weekly Programming → Client Retention

Each step had a purpose:

• The landing page would do the selling and handle the intake.

• The CRM would organise and lay the groundwork for future expansion.

• The automations would give Lewis back time, his most precious resource.

Composable Architecture

The site was built using a modern composable stack designed for flexibility and long-term scalability:

• Next.js front-end

• Hosted on Vercel

• Storyblok as headless CMS

• HubSpot CRM

• Calendly for scheduling

• TrueCoach for delivery

• Zapier to automate

This architecture provides several key advantages:

• Fast static site performance via Vercel

• Component-based content structure in Storyblok

• API-driven integrations between systems

• Secure editing for non-technical users

Lewis can edit content safely in Storyblok without touching code, structural changes remain protected. The result is a system that’s fast, secure and scalable.

The hero includes a structured intake form designed not just for conversion — but for segmentation. Each submission automatically feeds HubSpot and moves contacts into designated state ready for automation down the rest of the funnel.

Automated Onboarding System

The most significant transformation happened behind the scenes. Lewis now changes one dropdown in HubSpot and the entire system moves.

• Headless CMS architecture for long-term scalability

• Modular component library for future expansion

• Fast performance via static generation and edge hosting

• SEO-ready metadata structure

• HubSpot segmentation model aligned with customer journey stages

• CRM snippets for rapid email workflows

• Spam protection and manual release safeguards

• Weekly backups and CMS version history

Built once. Built properly.

Lewis now runs:

• A branded digital presence

• A structured funnel

• A scalable onboarding system

• A CRM-driven client lifecycle

• An expandable marketing infrastructure

Most importantly, he spends less time managing admin and more time doing the thing that matters most, Coaching athletes.