A wellness community built on a shared love of surfing

As founding designer and creative director in a fitness e-commerce startup, I developed visual languages for two brands aligned to business goals and personas, while working with the CEO to shape and prioritise the product roadmap. I was Product Design lead on the Sally Fitzgibbons All Australian Beach Body app, driving the process from ideation, through launch and beyond. My role spanned defining scope, wireframes and prototypes, finalised designs, and overseeing release of new products and features. Using analytics, usability testing, and customer surveys, I guided continuous iteration and improvements. Our key differentiator was giving customers the sense of training like an athlete, so we built a custom CMS to handle unique workouts and layered in gamification and challenges to sustain engagement. As with any startup, my responsibilities were broad: I also created content for Sally’s social channels (reaching 1.5–2.5% engagement with 500k followers), and developed and delivered live workouts in Australia and the US. These combined efforts laid the foundation for strong traction in our first year.