Trainwell Case Study

Marketing that moves—scaling B2C growth with bold creative, data-driven strategy, and a touch of magic.

Overview

I joined Trainwell as a Marketing Designer, focusing on ad creative, website updates, and brand consistency. As Trainwell grew, I stepped up. I leaned into strategy, performance marketing, and funnel optimization, making sure every piece of creative wasn’t just beautiful—it converted.

Soon, I was leading growth marketing and acquisition—testing, iterating, and scaling across paid media, SEO, email, and content. This impact led to my promotion to Marketing Manager, where I became the driving force behind Trainwell’s marketing engine.

"When I think of marketing, I think of Ariana. She’s running it all."
— Matt, CEO of Trainwell

Key Stats

62.7% increase in trial signups through website optimization

157% increase in organic search clicks

72% increase in email click-through rate

900+ trial signups from launching & scaling Google Ads

Challenge

Trainwell was ready to scale, but its growth engine needed optimization. Google Ads weren’t in play, limiting paid acquisition. The website had a solid foundation but wasn’t optimized for conversions. Content existed but wasn’t being leveraged strategically for organic growth. Email sequences were there but needed restructuring to nurture and activate users.

The foundation was there—the challenge was refining and expanding it into a high-performance, scalable system.

Solution

I built and launched Google Ads from scratch, redesigned the entire marketing website in Webflow, and refined key user flows to drive stronger conversions. I implemented an SEO strategy that boosted organic traffic and restructured our email automations to improve engagement and retention.

Everything worked together—ads, website, email, and search—to create a streamlined, data-backed marketing system built to scale.

Website Optimization for Conversions

The website was attracting visitors but not converting them efficiently. I redesigned the entire marketing site in Webflow—refining the trial signup flow, improving UX, and updating messaging and CTAs to make the experience clearer, more engaging, and action-driven.

As a designer, I leaned into my skillset—using Figma to create the site design, then bringing it to life with a Figma-to-Webflow plugin, adding animations and ensuring everything worked seamlessly across devices. I built programmatic pages using Webflow’s CMS, including a 1000+ page exercise library, 100+ trainer location pages, our blog, and more. I added custom code to integrate GIFs, connected our database to dynamic page elements, and fine-tuned everything from title tags to meta descriptions for SEO.

💡 Impact: These optimizations resulted in a 62.7% increase in trial signups, turning the website into a high-performing conversion tool.

Brand Migration: From CoPilot to Trainwell

When I joined, the company was still operating under the name CoPilot. I helped lead the full rebrand to Trainwell—from naming to execution. I collaborated on name options, logo design, selected brand fonts, and oversaw the migration of all creative assets. This included updating the website, funnel flows, email templates, social media, paid ads, and internal decks—ensuring consistency and clarity across every touchpoint.

💡 Impact: The rebrand aligned the visual identity with the company’s evolving mission, strengthening its position in the fitness space and laying the foundation for key growth initiatives, including GLP-1 partnerships and military grants.

Scaling Paid Media

Google Ads weren’t being used at all—which meant Trainwell was missing a major acquisition channel. I ran our Google Ads, optimizing keywords for each ad, refining audience targeting, and designing custom landing pages to drive efficient trial signups at scale.

💡 Impact: Google Ads became a key growth channel, generating a consistent 140 trial signups per month at our best CAC yet, $150, totaling 900+ trial signups over time.

SEO & Content Growth Strategy

Trainwell’s content was underleveraged as a growth tool. I led a structured SEO and content strategy, managing freelance writers and implementing keyword-driven content plans to increase search visibility and attract high-intent users.

💡 Impact: Organic search clicks increased by 157%, and organic CTR improved by 180%, making content a long-term driver of acquisition.

A Closer Look: More Projects & Strategy

A showcase of additional design and marketing projects that contributed to Trainwell’s growth

Year in Review Campaign

A recap designed to re-engage users and highlight fitness achievements, designed in Figma.

Social Media Content

I led social content strategy and design, resulting in a +63% increase in engagement and a +440% increase in Instagram followers.

Email Marketing Optimization

I restructured onboarding sequences, redesigned email flows, and launched a weekly newsletter—boosting click-through rates by 72% and driving stronger engagement across the lifecycle.

Lead Magnet

I designed a high-converting lead magnet, integrating it into the full-funnel growth strategy to capture and nurture potential customers.

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