Coachway

From Coaching Agency to Full SaaS Platform in 6 Months

challenge

Designing an entire SaaS company from scratch

Designing an entire SaaS company from scratch

The team behind Coachway had spent years as EmpowrCoach, working with 150+ online fitness coaches across the Nordics. They knew exactly where existing coaching platforms fell short. Slow, overpriced, and disconnected from how coaches actually work.

So they decided to build their own. One platform for everything: client management, workouts, meal plans, progress tracking, payments, automations, and check-ins. Scalable to 1,000+ clients.

When we met them in fall 2025, nothing existed. No brand. No product. No website. Just deep domain knowledge and a six-month window to launch.

The team behind Coachway had spent years as EmpowrCoach, working with 150+ online fitness coaches across the Nordics. They knew exactly where existing coaching platforms fell short. Slow, overpriced, and disconnected from how coaches actually work.

So they decided to build their own. One platform for everything: client management, workouts, meal plans, progress tracking, payments, automations, and check-ins. Scalable to 1,000+ clients.

When we met them in fall 2025, nothing existed. No brand. No product. No website. Just deep domain knowledge and a six-month window to launch.

Process

Six months. A full rebrand, 50 platform screens, a consumer app, and a Webflow site.

Six months. A full rebrand, 50 platform screens, a consumer app, and a Webflow site.

Brand. We kicked off with extensive brand exploration. 10+ directions, mood boards, and identity concepts to figure out the right visual language for what they were building. The team chose "Coachway" as the name, and we helped shape the overall brand direction and visual identity that would carry across the platform, app, and website. The entire project stayed under wraps. Not even their own employees knew until a month before launch.

Brand. We kicked off with extensive brand exploration. 50+ directions, mood boards, and identity concepts to figure out the right visual language for what they were building. The team chose "Coachway" as the name, and we helped shape the overall brand direction and visual identity that would carry across the platform, app, and website. The entire project stayed under wraps. Not even their own employees knew until a month before launch.

Unused brand directions

Platform. Working directly with Thomas, Coachway's CTO, we designed ~50 screens. A three-panel client view showing everything at once. A workout builder handling AMRAP, supersets, progressive overload, and templates. A meal planner with 1,000+ recipes and real ingredient scaling. Lead capture, check-in forms, messaging, and automations. All designed so a coach managing 1,000 clients feels as in control as one managing 10.


App. Designed the full whitelabel consumer app in a single month. Fast iteration, functional prototyping, tight feedback loops.

Platform. Working directly with Thomas, Coachway's CTO, we designed ~50 screens. A three-panel client view showing everything at once. A workout builder handling AMRAP, supersets, progressive overload, and templates. A meal planner with 1,000+ recipes and real ingredient scaling. Lead capture, check-in forms, messaging, and automations. All designed so a coach managing 1,000 clients feels as in control as one managing 10.


App. Designed the full whitelabel consumer app in a single month. Fast iteration, functional prototyping, tight feedback loops.

Website. Designed and built in Webflow with 30+ custom feature animations showing the product in action. The site needed to sell a product coaches couldn't try yet, so every animation made them feel like they were already using it.

Website. Designed and built in Webflow with 30+ custom feature animations showing the product in action. The site needed to sell a product coaches couldn't try yet, so every animation made them feel like they were already using it.

"New Arc turned what was in our heads into something real, and it came out better than we imagined."

Markus Evers

CEO, Coachway

Results

Launched December 2025. Already growing across the Nordics.

Launched December 2025. Already growing across the Nordics.

After six months: a complete brand, a B2B platform, a whitelabel app, and a fully animated website. Live in six languages across Denmark, Norway, Sweden, Finland, and Germany.

Coaches with significant followings committed before launch. The reactions were specific. Not generic praise, but coaches pointing to exact features as the reason they were switching.

After six months: a complete brand, a B2B platform, a whitelabel app, and a fully animated website. Live in six languages across Denmark, Norway, Sweden, Finland, and Germany.

Coaches with significant followings committed before launch. The reactions were specific. Not generic praise, but coaches pointing to exact features as the reason they were switching.

“When you see how much more efficient it is, it just makes sense. That exercise history dropdown is CRAZY. It's going to make my life SO much easier.”

“When you see how much more efficient it is, it just makes sense. That exercise history dropdown is CRAZY. It's going to make my life SO much easier.”

Kaia Fuglerud

“The design feels clean, simple, and straightforward. It's exactly what I need - everything right in front of me without all the distractions.”

“The design feels clean, simple, and straightforward. It's exactly what I need - everything right in front of me without all the distractions.”

Silje Vedøy

“The exercise history? That's number one for me - it's genius. I use that every single day with my clients.”

“The exercise history? That's number one for me - it's genius. I use that every single day with my clients.”

Coach Edda

“Finally, a platform built with coaches in mind. From planning to communication, everything just works flawlessly. Five stars all the way!”

“Finally, a platform built with coaches in mind. From planning to communication, everything just works flawlessly. Five stars all the way!”

Katrine Soon

Company description

We partnered with Coachway over six months to rebrand their company, design a full coaching platform, build a whitelabel consumer app, and launch their marketing site in Webflow. A true zero-to-one project.

Industry

Fitness / Coaching Tech

Contact person

Markus Evers

Duration

6 months

Website

coachway.io

Work

Product design Design system Website Visual identity

View project details

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Company description

We partnered with Coachway over six months to rebrand their company, design a full coaching platform, build a whitelabel consumer app, and launch their marketing site in Webflow. A true zero-to-one project.

Industry

Fitness / Coaching Tech

Contact person

Markus Evers

Duration

6 months

Website

coachway.io

Work

Product design Design system Website Visual identity

View project details

Hide project details

Company description

We partnered with Coachway over six months to rebrand their company, design a full coaching platform, build a whitelabel consumer app, and launch their marketing site in Webflow. A true zero-to-one project.

Industry

Fitness / Coaching Tech

Contact person

Markus Evers

Duration

6 months

Website

coachway.io

Work

Product design Design system Website Visual identity

View project details

Hide project details

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New Arc is open for business, talks and coffee Monday-Friday.

Currently we’re Online

Aarhus

Ved Lunden 4,
8230, Åbyhøj

Odense

Kochsgade 31 C, 2.
5000, Odense C

New Arc is open for business, talks and coffee Monday-Friday.

Currently we’re Online

Aarhus

Ved Lunden 4,
8230, Åbyhøj

Odense

Kochsgade 31 C, 2.
5000, Odense C

New Arc is open for business, talks and coffee Monday-Friday.

Currently we’re Online

Aarhus

Ved Lunden 4,
8230, Åbyhøj

Odense

Kochsgade 31 C, 2.
5000, Odense C