Featured Project
Rooted
Movement
Pilates
A standalone Pilates teacher-training brand and conversion platform for a premium 200-hour Mat & Reformer certification program.
Turn a new training into a credible premium brand.
Rooted Movement needed to feel established from day one: warm enough for a wellness audience, structured enough to sell a professional teacher-training pathway, and technical enough to handle real bookings, payments, leads, and student records.
The product is not just a beautiful landing page. It supports a blended training model: online pre-study, a 10-day Bali intensive, and post-course logbook/certification work.
Strategy first, visuals second, system always.
The project moved from business model and certification clarity into brand direction, conversion architecture, interface design, then production Rails implementation.
Positioning & offer structure
Defined the product as a premium, small-group Pilates teacher training rather than a generic wellness retreat. The offer had to explain the 50/70/80-hour pathway, Bali cohort, pricing, and the role of online pre-study without creating certification confusion.
Information architecture
Mapped the public journey around intent: discover the training, understand the curriculum, trust the teaching team, download the guide, book a call, or reserve online pre-study access.
Visual system
Built a soft, earthy art direction with editorial spacing, warm photography, organic line art, and calm conversion surfaces. The design needed to feel premium and embodied, not like a SaaS template with Pilates copy pasted in.
Prototype to production
Translated the Figma direction into a real Rails app: responsive public pages, reusable Vue components, lead capture, booking/payment flows, admin tools, analytics, and the portal model underneath.
Design taste and production engineering in one system.
Brand-led public site
Homepage, training-program pages, Bali cohort details, Portugal interest capture, team/about content, FAQ, and conversion paths designed around trust and clarity.
Lead capture + booking funnel
Program-guide lead capture, discovery-call requests, cohort booking, and online pre-study checkout flow connected to the commercial launch plan.
Certification portal foundation
Student/admin portal architecture for curriculum, lesson progress, logbook entries, enrollments, certificates, graduate documents, and public verification.
Operational backend
Admin tooling, first-party analytics, transactional email pipeline, Polar payment/webhook handling, and production deployment through Coolify.
The page system was built to reduce doubt.
For a premium certification program, the design job is not decoration. It has to explain the offer, build trust, and move serious applicants toward the right next step.
Teacher
Training Rooted Movement
RootedMovement
Every page points to a decision.
The public site separates casual curiosity from high-intent prospects: download the full guide, book a discovery call, or unlock online pre-study. The visual hierarchy keeps the next action obvious without making the site feel pushy.
Sales point: conversion strategy, not just page design.Premium, not vague.
Editorial spacing, warm imagery, teacher credibility, curriculum detail, and certification language work together so the training feels professional from the first scroll.
Sales point: credibility for a new premium offer.Complex program, simple path.
The 200-hour pathway, online pre-study, Bali intensive, and post-training requirements are broken into clear sections instead of one overwhelming sales page.
Sales point: complex services made easy to buy.What really matters after the homepage looks good.
The platform is designed around the operational details that turn a premium education brand into a working business: scheduling, qualified leads, payments, permissions, portal access, progress, and admin visibility.
A short screen-recording can live here to show the high-converting path from interest to booked call.
High-converting booking flow
Prospects are guided through the right context before they book: what they are interested in, whether the program is a fit, and which next step makes sense.
Sales point: more qualified calls, fewer vague inquiries.- Clear booking CTA from the public site
- Qualification prompts before scheduling
- Follow-up context for the admin team
Google Calendar integration
Discovery-call booking is planned around calendar availability instead of static contact forms, so real appointments can move from the website into the business workflow.
Sales point: less manual scheduling work.- Available call slots
- Calendar event fields
- Email confirmation touchpoints
Custom admin area
The backend is shaped around Rooted Movement’s real operating model: cohorts, applications, leads, bookings, enrollments, lessons, and student records.
Sales point: the business can operate without spreadsheets.- Role-aware permissions
- Lead and booking visibility
- Editable program content
LMS portal + progress tracking
The portal foundation supports the blended training model: online pre-study, in-person intensive preparation, lesson progress, completion status, and future certificate workflows.
Sales point: education delivery, not just marketing.- Student access after enrollment
- Lesson/module completion states
- Progress and certification records
Paywalled lead generator
The full program content can be unlocked through a lead or purchase path, turning the curriculum depth into a conversion asset rather than hiding it in a PDF nobody tracks.
Sales point: content becomes measurable demand.- Full guide unlock path
- Online pre-study checkout
- Lead source attribution
Tracking and integrations
Payments, email, analytics, and deployment are part of the same system, so the business can see what is working and keep operating after launch.
Sales point: launch decisions backed by data.- Polar checkout + webhooks
- Transactional email pipeline
- First-party analytics events
The tools used to design and build it.
Rooted Movement started in Figma for brand, layout, and art direction, then became a production Rails app with payments, admin tools, email, analytics, and portal workflows.
- Design
- Figma for visual direction, homepage/page layouts, responsive structure, logo/brand assets, and copy deck organization
- Imagery
- Optimized real training, reformer studio, Bali villa, teacher portrait, and line-art assets for the public site
- Backend
- Ruby on Rails 8.1, PostgreSQL, Solid Queue, Solid Cache, and Solid Cable
- Frontend
- Inertia.js, Vue 3 single-file components, Vite, and vanilla CSS with OKLCH-style design tokens
- Payments
- Polar checkout for online pre-study course access, with signed webhook handling
- Auth
- Devise for student portal and admin back-office access
- Action Mailer templates with a Cloudflare Email Service delivery pipeline
- Scheduling
- Discovery-call requests, availability slots, and Google Calendar integration fields
- Deploy
- Coolify on Hetzner, Cloudflare DNS/SSL, GitHub-based deploy flow, and first-party analytics
The details that made it feel real.
Conservative certification language
Positioned Rooted Movement as an independent in-house certification with clear completion requirements, graduate documentation, and public verification instead of making unsupported accreditation claims.
Lead magnet before booking
The full program guide became the primary trust-building step before a call or checkout, giving serious prospects curriculum depth without overloading the homepage.
Payments framed correctly
The $600 payment is described as online pre-study course access, with the in-person training balance handled separately. That keeps the checkout aligned with processor constraints and the business model.
Portal architecture from day one
Even before every portal feature is fully marketed, the app structure supports lessons, progress, logbook entries, admin review, certificates, documents, and graduate verification.
From idea to live business infrastructure.
Rooted Movement now has a live brand presence at rootedmovement.co, a clear Bali 2026 conversion path, and a Rails platform ready to support the next layer of bookings, student access, and certification operations.
Open Rooted Movement