PT Distinction is a platform for personal trainers to manage and deliver coaching to their clients online. When I started working on it with Eastwood, it was functional but rough — a technical platform built by a team focused on features, not experience.

The PTD team's attention was almost entirely on the trainer side. The client experience had been left behind. It was basic and low-frills, and didn't reflect the quality of coaching being delivered through it. Pushing to address that gap became one of the most meaningful parts of the work.

Over several years I worked across the full product, including a new brand, the trainer experience, and the client-facing app. The most significant work was transforming the client experience into something simple and easy to use, and reducing the friction for first-time trainers getting started, which had a direct impact on their retention.

None of this was a ground-up redesign. The underlying platform had real technical limits and functionality couldn't change freely. Most of the improvement came from UI, information architecture, and making the experience feel coherent within those constraints.