Global Scaling & Growth Infrastructure
Strategic Context / A Three-Sided Ecosystem
Pronto Pilates is a high-growth fitness platform operating across Australia, New Zealand, and the United States. The product spans three distinct surfaces — a consumer Web App, a Mobile App, and an Admin Dashboard used by studio managers — each with its own users, workflows, and business logic that had to stay synchronised.
In this engagement, I functioned as a strategic partner to the Head of Technology, not just as a designer executing briefs. The remit was broad: translate complex business requirements into a scalable product roadmap, own the end-to-end experience across all three platforms, and make decisions that held up under engineering constraints.
Market Expansion / Solving the Local-to-Global Pivot
The primary business objective was moving from a regional AU/NZ player to a global brand. The blocker was architectural: the existing platform was built around Australian and New Zealand GST — a tax-inclusive pricing model baked into the billing logic, onboarding flows, and membership structures. That made it incompatible with US market expectations and compliance requirements by design.
The brief from the Director of Technology was deliberately open-ended.
That framing mattered. It wasn't a request for a reskin — it was an invitation to map the full scope of the problem. I worked through the localization requirements end-to-end: tax-exclusive pricing logic, regional billing compliance, and a dynamic signup funnel that detects user location and applies the correct model automatically — without adding friction or increasing drop-off.
Growth & Referral / Lowering CAC Through Community
Paid social has a ceiling — and a cost. To scale efficiently, the business needed to reduce Customer Acquisition Cost by activating the one asset it already had: a growing, engaged member community. The challenge was building a referral system that didn't feel like a referral system.
Alongside the referral flow, I collaborated on the requirements for Referral Tracking Reports — giving the business real visibility into trial-to-paid conversion rates and which referral sources were actually driving revenue. Growth loops only compound when you can measure them.
Retention & Business Intelligence / From Guessing to Knowing
As the user base grew, the business lacked visibility into why members were leaving. Not all churn is equal — a billing failure and a deliberate cancellation require entirely different product responses. Treating them the same means misallocating recovery efforts and missing the signal in the noise. The goal was to transition from guessing to knowing.
One of the clearest interventions was the Membership Pause feature. Rather than forcing a binary choice between staying and cancelling, members could pause during travel, injury, or life disruption — and return without friction. It's a retention mechanism dressed as a service improvement, and it recovers revenue that would otherwise be lost permanently.
Operational Excellence / Building for Speed Without Debt
With a lean engineering team, velocity and quality are in constant tension. Every feature that ships fast but creates inconsistency across platforms becomes a tax on future development. The answer wasn't to slow down — it was to build the foundations that let the team move faster without accumulating debt.
Not every good idea deserves immediate prioritisation. When the Studio Discovery feature was on the table, the case for it wasn't made on design merit alone — it was made on operational ROI. I demonstrated how it would reduce the volume of manual support tickets, translating a UX improvement into a direct reduction in operational overhead. That's the framing that moves roadmaps.