Case study · 01 · Gym management platform
One platform for the gym, its trainers and every member.
Start something like thisThe short version
An AI coach, trainer messaging and the whole gym back office, in one place.
The problem
Spreadsheets, a CRM, DMs and separate apps. Nothing agrees, and trainers drown in admin.
What I built
One platform for owners, trainers and members, with an AI coach that plans workouts, meals and groceries.
Why it works
Everything hangs off one member record, and GoHighLevel keeps leads and the CRM in step.
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Connected modules
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Audiences: owners, trainers, members
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Plans the AI builds: workouts, diets, groceries
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Core integrations: AI and GoHighLevel
Ironside runs a gym from one place: memberships, classes, billing and retail for the owner, programmes and messaging for trainers, and an AI coach that builds each member's workouts, meal plans and grocery lists. It connects to GoHighLevel so leads and contacts flow into the CRM the gym already uses.
Rebuilt from a confidential client platform. Names, branding and data have been changed.
The challenge
Most gyms run on a patchwork: a spreadsheet for members, a CRM for leads, DMs for trainers, one app for programmes and another for nutrition. Nothing agrees with anything else, and coaches spend their days on admin instead of coaching.
The goal was a single platform where the owner, the trainers and the members all work from the same record, and where AI takes over the planning work that eats a trainer's day.
The approach
The platform is built around three audiences. Owners get a back office for members, classes, billing and retail. Trainers get their clients, their programmes and a direct line to message them. Members get an AI coach in their pocket.
The coach turns a member's goals, equipment and food preferences into a workout programme, a diet plan and a grocery list. It draws on the gym's own exercise library and a verified food database, so what it suggests is something the member can actually do and actually buy. Trainers stay in the loop and can step in at any point through messaging.
What's inside
The AI coach, nutrition, messaging and the CRM all work from the same member record, so each part makes the others more useful.
01 · AI coach
Members tell the coach their goal, the equipment they have and how they like to eat. It answers with a full week: workouts, meals and a shopping list, in a conversation instead of a form.
02 · Nutrition
A verified food database sits behind the coach: calories and macros per 100g, barcodes, and a review step for externally sourced foods, so every plan is built from data the gym trusts.
03 · Messaging
Trainers and members talk inside the platform instead of across DMs and texts. Check-ins, plan tweaks and nudges happen where the member's plan already lives, so nothing gets lost between apps.
04 · GoHighLevel
The lead pipeline connects to GoHighLevel, so enquiries from the gym's marketing show up in the platform and the CRM the team already works in stays in step.
05 · Operations
Members, classes and billing in one back office: a profile for every member, an hour-by-hour class calendar with rosters and waitlists, and payment tracking that flags failures the moment they happen.
06 · Business
Revenue by month and by plan, membership tiers, retail and orders all feed a dashboard the owner can read in seconds, so decisions come from the numbers rather than a hunch.
In motion
The full tour is playing at the top of the page; these are the parts worth slowing down for. They play on their own, one after another, or pick one from the list.
Walkthroughs01 / 04
Gallery
Click any screen to see it full size, then use the arrow keys to move through the set.
Mobile
Members and trainers live on their phones, so every screen adapts and navigation collapses into a tab bar with quick access to everything else.
How it fits together
AI that does the heavy lifting, and people who stay in control of the relationship.
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The coach draws on the gym's exercise library and verified foods, and knows what equipment each location actually has, so its suggestions are things members can really do and really buy.
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The AI does the first draft; trainers review, adjust and follow up through messaging. It scales the planning without taking the trainer out of the relationship.
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A meal plan is only useful if it gets acted on. Each plan resolves into a grocery list, so members can shop for the week the same day they get it.
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Plan, attendance, billing and conversations all hang off a single member record, so the owner and the trainer are always looking at the same story.
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The GoHighLevel integration connects leads and contacts with the CRM and automations the gym already runs, instead of asking the team to replace them.
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Owners, trainers and members each get the surface they need, and everything adapts down to the phone, which is where members spend their time.
Keep exploring
A few more things I've built and shipped, picked at random each visit.
