Custom Design, Web Development

Case Study

Fitness expert Lee Cherry teamed up with VectorDefector to revamp the brand identity and digital presence of his no-nonsense business: In Home Personal Trainer. Known for his pain-free strength training and straight-shooting, anti-“meat head” approach, Lee needed a website that reflected his personality, showcased his training philosophy, and connected with his local client base looking for real results without the gym hype.

Featuring a unique look and feel, this totally custom mobile responsive website is complete with hand-designed class/product pages, back-end membership access to a collection of growing custom-made videos by Lee, and an e-commerce store to sell a series of merch designed by VectorDefector to promote Lee’s style and to work as effective fitness gear.

Services Provided

• Fully custom WordPress theme with bold, personality-driven design
• Mobile-responsive layout tailored for fitness clients on the go
• Custom class and program pages with clear calls to action
• Secure membership section with access to exclusive training videos
• E-commerce store for branded merch and functional fitness gear
• Local SEO features targeting personal training in the regional area

Challenges & Solutions

Lee needed more than just a clean site: he needed a platform that captured his unique voice and stood out from generic fitness trainers. His previous web presence lacked personality, e-commerce functionality, and tools for building long-term client engagement.

We created a bold, user-focused experience that aligns with Lee’s direct approach to fitness. Custom graphics, intuitive class navigation, and a members-only video library build credibility while driving conversions. The merch store, designed in-house, reinforces his brand and offers functional gear his clients can use during training.