IRONFORGE
A concept demo of a fitness transformation funnel structured for coaching businesses and memberships.
- Type
- Concept demo
- Industry
- Fitness & Coaching
- Year
- 2026
- Focus
- Enquiry structure
Ironforge is a self-initiated exploration of coaching lead generation. It has no coaches, members, programmes, enquiries or revenue. Any transformation, name or number shown in the prototype is invented for demonstration.
01 — Product hypothesis
Can a coaching funnel convert on clarity instead of pressure?
Coaching funnels usually rely on pressure. The question here was whether the same structure can be built on evidence of transformation and clear programme scope instead.
Intended user
Someone mid-decision
Category habit
Manufactured urgency
Hypothesis
Qualify, don't pressure
02 — Funnel architecture
Five stages, each answering one objection
This is the designed page structure. It is not a measured funnel and no conversion data exists.
- 01
Evidence
What the coaching method is and how it is applied — shown before any ask.
- 02
Programme fit
Who each programme suits, and openly who it does not.
- 03
Scope
Sessions, contact, duration and what the first week involves.
- 04
Expectations
What happens after enquiry, and how fast a reply comes.
- 05
Enquiry
One qualifying form placed where the questions have been answered.
Structural diagram of a designed page sequence. No lead totals, conversion rates or member outcomes are claimed or measured.
03 — Qualification
Programme fit stated in both directions
Is this for my level?
Each programme block opens with the level and starting point it assumes.
How much time does it take?
Weekly commitment is stated in the programme card, before pricing.
What do I actually get?
Scope is listed as a plain inclusion set, not a benefit list.
What if it is not right for me?
A short 'this is not for you if' line sits inside the same card.
What happens if I enquire?
The step after submission is described next to the form.
04 — Interface decisions
High energy, no manipulation
- 01
Carry intensity through contrast, not copy
Heavy type, deep contrast and tight cropping deliver the category's energy so the writing can stay factual.
Trade-off — Requires strict contrast and focus-state checks to stay readable and accessible.
- 02
Three capture points, deliberately placed
Enquiry appears after evidence, after programme fit and at the close — where a question has just been answered.
Trade-off — Fewer entry points than a conventional funnel that repeats the form continuously.
- 03
Ban urgency devices
No countdowns, spot counters or fake scarcity. Nothing on the page implies a deadline that does not exist.
Trade-off — Loses the short-term lift those devices are known for.
- 04
Qualify inside the form
A small number of fit questions replace volume capture, so the first reply can be specific.
Trade-off — Higher friction, and by design fewer submissions.
05 — Interface view
The prototype in one screen
What is deliberately absent
No testimonial wall, before-and-after gallery, client logo strip or results counter appears anywhere in this case study. None of that evidence exists for a self-initiated demo, so none of it was fabricated to fill the layout.
06 — Responsive behaviour
The enquiry flow on a phone
1440px
Programme tiers sit three-up with equal-height scope lists.
1024px
Tiers pair two-up; the enquiry section keeps full width.
768px
Single column; capture points keep their original sequence.
390px
Full-width tap targets, no compressed headline type, no horizontal scroll.
07 — Role & contribution
Role & contribution
Self-initiated concept demo. No real members, leads or revenue — it demonstrates conversion structure and frontend execution for the coaching category.
Concept
Self-initiated; no coaching client and no commercial engagement.
Funnel structure
Stage sequence, qualification logic and capture placement.
UI/UX design
Programme, scope and enquiry surfaces.
Frontend build
Responsive React and TypeScript prototype.
Proof
No real transformations, members or testimonials exist, so none are shown.
Boundaries of this concept
- No real coaches, members, programmes or transformations.
- No CRM, booking system, payment or email automation.
- No lead totals, conversion rates or business results.
- Any figure visible inside the prototype is demonstration content.
08 — Outcome
Design outcome
A lead-capture structure built on proof rather than pressure
A clear conversion path from first scroll to enquiry
Responsive funnel experience across mobile and desktop
Reusable component architecture for programme tiers
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