Defy

Project Goal

Defy is a Lafayette-based fitness coaching brand built for people with real weight to lose—no hype, no shortcuts. The project needed everything: a brand with attitude, a launch site, and a full coaching platform behind it.

I built it end-to-end—the marketing site and a complete web application covering client onboarding, coaching workflows, payments, and the member experience.

Project Result

A bold brand and a working product built by one pair of hands—design, code, and deployment. Defy represents the product side of my work: taking an idea from concept to a real platform people can sign up for.