Body by Ciara is an online personal trainer who built a thriving fitness subscription business through Instagram workouts during the pandemic. I designed and developed a new subscription platform, CRM workflow, and full data integration with a brand new mobile app, replacing her ageing WordPress setup with a scalable Webflow build.
The WordPress to Webflow migration involved moving more than 17,000 users across to the new platform, re-creating subscriptions with new payment gateways via GoCardless and PayPal, and automating the data transfer into the new CRM so member records, billing, and engagement history stayed intact end-to-end.
The Webflow build supports member content, subscription tier management, and ongoing campaign pages, with the Webflow CMS giving the Body by Ciara team a way to add new content directly. The platform's launch coincided with the brand's move from Instagram-first delivery to a fully app-supported subscription experience.
Project scope
- Membership
- payments
- CRM
- app integration
Body by Ciara had built a substantial fitness community through Instagram during the pandemic, but her business was outgrowing its WordPress foundations. The existing site could not handle the complexity of subscription management, member content delivery, or the data workflows that a proper subscription business needs.
With over 17,000 users and a growing team, the operational overhead of keeping WordPress patched, secure, and functional was eating into time that should have been spent on content and community.
The bigger strategic issue was the planned mobile app launch. The website needed to integrate cleanly with a brand new app, a new CRM, and new payment gateways, all while preserving member records, billing history, and engagement data through the migration. WordPress was never designed to be the subscription backbone for a multi-platform fitness business, and the cracks were showing.
There was also a content management problem. Ciara and her team needed to publish new workouts, programme updates, and campaign pages regularly, but WordPress made every content change feel like a project. A fitness subscription business lives or dies on fresh content, and the platform was actively slowing down the one thing that drove member retention.
