Project details
Budget:
Fitness Platform
Client:
Shelby S
Tool:
Figma
Bellmade | Digital Fitness Platform Case Study
About This Project
Bellmade is a digital fitness platform built to help users create long-lasting training habits using kettlebells, sandbags, and other unconventional tools. I was responsible for designing the entire platform from the ground up — including the mobile app, web experience, and admin panel that manages all of the business operations.
The project required a complete design ecosystem: user-facing workout experiences, exercise libraries, program flows, payment handling, authentication, and the backend tools that allow the business to organize content, trainers, exercises, and user progress. My focus was to create an intuitive and visually cohesive solution that could support both the front-end experience and the operational needs behind the scenes.
Problem
When Bellmade began, the brand had training expertise but no digital product to deliver it. There was no platform for users to access workouts, track progress, learn exercises, or follow structured programs. On the business side, there was no backend system for managing exercises, programming, user accounts, or analytics.
The challenge was to translate a physical coaching business into a scalable digital product — one that feels modern, motivating, and extremely easy for users to follow. For the admin side, the system needed to be simple, fast, and organized enough for a small team to manage daily content updates without technical skills.
Solutions
Designed the complete Bellmade mobile app — including onboarding, workouts, exercise library, program flows, saved routines, and user progress screens.
Built a strong visual identity using bold typography, warm tones, and clean layout systems that reflect Bellmade’s personality.
Created a fully functional Admin Panel where the team can manage exercises, categories, demo videos, custom programs, user accounts, and platform settings.
Organized complex training content into clean UI patterns, making it simple for users to follow workouts with visual clarity and step-by-step guidance.
Designed intuitive navigation and interactions to reduce friction during workouts — especially inside the exercise catalog and custom builder.
Ensured consistent design system elements across mobile, web, and admin panel so the brand feels unified and scalable.
Built a clear structure for FAQs, training explanations, and educational content to support beginners.
Crafted visual components that make the platform feel accessible to all levels — new, intermediate, and experienced users.
Problem
When Bellmade began, the brand had training expertise but no digital product to deliver it. There was no platform for users to access workouts, track progress, learn exercises, or follow structured programs. On the business side, there was no backend system for managing exercises, programming, user accounts, or analytics.
The challenge was to translate a physical coaching business into a scalable digital product — one that feels modern, motivating, and extremely easy for users to follow. For the admin side, the system needed to be simple, fast, and organized enough for a small team to manage daily content updates without technical skills.
Solutions
Designed the complete Bellmade mobile app — including onboarding, workouts, exercise library, program flows, saved routines, and user progress screens.
Built a strong visual identity using bold typography, warm tones, and clean layout systems that reflect Bellmade’s personality.
Created a fully functional Admin Panel where the team can manage exercises, categories, demo videos, custom programs, user accounts, and platform settings.
Organized complex training content into clean UI patterns, making it simple for users to follow workouts with visual clarity and step-by-step guidance.
Designed intuitive navigation and interactions to reduce friction during workouts — especially inside the exercise catalog and custom builder.
Ensured consistent design system elements across mobile, web, and admin panel so the brand feels unified and scalable.
Built a clear structure for FAQs, training explanations, and educational content to support beginners.
Crafted visual components that make the platform feel accessible to all levels — new, intermediate, and experienced users.
Problem
When Bellmade began, the brand had training expertise but no digital product to deliver it. There was no platform for users to access workouts, track progress, learn exercises, or follow structured programs. On the business side, there was no backend system for managing exercises, programming, user accounts, or analytics.
The challenge was to translate a physical coaching business into a scalable digital product — one that feels modern, motivating, and extremely easy for users to follow. For the admin side, the system needed to be simple, fast, and organized enough for a small team to manage daily content updates without technical skills.
Solutions
Designed the complete Bellmade mobile app — including onboarding, workouts, exercise library, program flows, saved routines, and user progress screens.
Built a strong visual identity using bold typography, warm tones, and clean layout systems that reflect Bellmade’s personality.
Created a fully functional Admin Panel where the team can manage exercises, categories, demo videos, custom programs, user accounts, and platform settings.
Organized complex training content into clean UI patterns, making it simple for users to follow workouts with visual clarity and step-by-step guidance.
Designed intuitive navigation and interactions to reduce friction during workouts — especially inside the exercise catalog and custom builder.
Ensured consistent design system elements across mobile, web, and admin panel so the brand feels unified and scalable.
Built a clear structure for FAQs, training explanations, and educational content to support beginners.
Crafted visual components that make the platform feel accessible to all levels — new, intermediate, and experienced users.
Success Ratio
Launching Bellmade digitally allowed the business to scale much faster than physical-only coaching. The platform successfully attracted thousands of users, and feedback highlighted the simplicity, clarity, and motivation of the user experience. The Admin Panel also streamlined internal operations — reducing manual work and making content management significantly easier.
Overall, the full digital ecosystem helped turn Bellmade into a structured, automated training platform that can support global users and ongoing content growth.
Learning
Designing Bellmade from scratch strengthened my ability to translate real-world services into complete digital products. I learned how important it is to balance motivation with usability in fitness applications — users need clarity and flow, not complexity. Building both the user-facing app and the admin system also improved my understanding of how front-end experiences depend on solid backend structure and clean content organization.
This project allowed me to create a full design system, manage end-to-end product flows, and deliver a platform that supports both business goals and user needs seamlessly.
Success Ratio
Launching Bellmade digitally allowed the business to scale much faster than physical-only coaching. The platform successfully attracted thousands of users, and feedback highlighted the simplicity, clarity, and motivation of the user experience. The Admin Panel also streamlined internal operations — reducing manual work and making content management significantly easier.
Overall, the full digital ecosystem helped turn Bellmade into a structured, automated training platform that can support global users and ongoing content growth.
Learning
Designing Bellmade from scratch strengthened my ability to translate real-world services into complete digital products. I learned how important it is to balance motivation with usability in fitness applications — users need clarity and flow, not complexity. Building both the user-facing app and the admin system also improved my understanding of how front-end experiences depend on solid backend structure and clean content organization.
This project allowed me to create a full design system, manage end-to-end product flows, and deliver a platform that supports both business goals and user needs seamlessly.
Success Ratio
Launching Bellmade digitally allowed the business to scale much faster than physical-only coaching. The platform successfully attracted thousands of users, and feedback highlighted the simplicity, clarity, and motivation of the user experience. The Admin Panel also streamlined internal operations — reducing manual work and making content management significantly easier.
Overall, the full digital ecosystem helped turn Bellmade into a structured, automated training platform that can support global users and ongoing content growth.
Learning
Designing Bellmade from scratch strengthened my ability to translate real-world services into complete digital products. I learned how important it is to balance motivation with usability in fitness applications — users need clarity and flow, not complexity. Building both the user-facing app and the admin system also improved my understanding of how front-end experiences depend on solid backend structure and clean content organization.
This project allowed me to create a full design system, manage end-to-end product flows, and deliver a platform that supports both business goals and user needs seamlessly.