# Hightower: Coaching that goes where he goes.

> A German coaching site built to sell a programme, not a timetable.

Page: https://jtstudio.design/work/hightower/

- Project: Brand Direction · Website Design
- Category: Fitness & Coaching
- Services: Brand direction · Website design
- The Path: Direction → Identity → Website
- The Work: Two concept studies, Design system, Website design, German legal pages

## 01. From one city to anywhere.

Pete coaches personal training, classes and massage in Köln. Around thirty training clients, twenty on massage, every one of them local. He wants to coach online so the work travels with him.

That changes what the site has to do. A local trainer sells a timetable. An online coach sells a programme someone commits to for months, sight unseen, in a language and a legal system with firm rules about how that is presented.

## 02. Two studies. One hybrid.

We showed Pete two directions. Afterglow led with full-bleed photography and restrained type. Everyday Strength used architectural scale on flat surfaces with much heavier headings.

He picked neither outright. He took the Afterglow hero, put Everyday Strength underneath, and carried the heavier type through both. The claw mark he already owned stayed, and one orange does all the pointing.

Palette: Ink #141413, Surface #20201D, Paper #F4F1E9, Signal #FF7A32.

Typography: Barlow Condensed / Inter.

## 03. Let them see inside.

Pete coaches through the Body Control app, so the app is the product. Nobody commits to six months of coaching without seeing what arrives on their phone.

Six screens from Pete’s own account sit in one phone the visitor swipes through. Not a stack of images down the page, and not invented interface art. What a client actually sees on the first morning.

## 04. German law is not a plugin.

A German site selling subscriptions carries obligations most templates ignore. Price display rules are strict, and they happen to be good design: each package shows the monthly price, the minimum term and the full amount that term costs, with the launch price beside the regular one and the date the offer ends. Nobody reaches checkout and meets a number they did not expect.

Impressum, Datenschutz and AGB are written for this business rather than generated from a form. Every font is self-hosted, because a Munich court found that loading fonts from Google and passing on a visitor’s IP address breaks privacy law. The page makes no external requests at all.

## 06. Built. In review with Pete.

A direction Pete chose himself, a site that shows the product before asking for a commitment, and legal pages written for German law rather than borrowed. Booking and payment are designed and not yet built. The site launches on his own domain once Pete signs off.

Prices and terms shown are Pete’s own. Quote translated from German; original on file.

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