Team Mulqueen — Online Personal Training Platform
Give your training a road map to success — app-delivered workouts, nutrition, and 24/7 coaching.
Overview
Team Mulqueen is an online personal training platform run by coach Ciarán Mulqueen, delivering workouts, nutrition plans, and 24/7 coaching through a dedicated mobile app. The platform offers HD exercise videos with in-depth breakdowns, weekly check-ins, customisable meal plans, and a private community. We designed and built the marketing site to drive free 7-day trial sign-ups and upsell to paid team membership.
The Problem
Ciarán had a strong Instagram following and active paying clients, but no marketing site that explained the platform's depth. Prospects would DM him on Instagram, get a lengthy explanation via voice notes, and still not understand what "app-based training" meant in practice. The conversion from follower to paying member was painfully manual.
The Solution
A dark, high-energy site that leads with the core promise ("Online Personal Training for Men and Women") and immediately shows the app interface. A "No more" list of frustrations (jumping programs, plateaus, injuries, boredom, guessing your workouts) resonates emotionally. The membership section lists every single deliverable — from meal plans to video analysis — so prospects can make an informed yes/no decision without a DM conversation.
Dark background with orange accent — gym-floor energy without being a cliché fitness site. App screenshot mockup in the hero is the hero visual. The membership benefits list is long by design: thoroughness signals value rather than confusion.
WordPress with Thrive Themes for conversion-optimised page layouts. The 7-day trial CTA connects to Stripe via a lightweight WooCommerce checkout. App deep-link buttons are conditional based on device (iOS vs. Android detection).
Our Process
Research
Reviewed 6 months of Ciarán's Instagram DMs to extract the 10 most common pre-purchase questions. Every question became a section or a bullet point on the site.
Design
Dark/orange gym-energy palette. App screenshots chosen over lifestyle photography to show the product immediately rather than aspirational imagery.
Development
Five-week build. WooCommerce trial checkout tuned to zero friction — one-page, no account creation required before trial starts.
Testing
Trial checkout tested by 12 real followers recruited from Instagram Stories before launch.
Tech Stack
Results
Conclusion
Ciarán stopped spending 2 hours a day in Instagram DMs explaining his offer. The site now handles all pre-purchase education, and the trial-to-paid conversion rate of 62% means nearly two-thirds of people who try the platform become paying members.
Ready to ship something like this?
Tell us what you're building — we'll come back within 24 hours with a scoped proposal.