Replacing an outdated template with something that fits the brand
Purdue Performance is a running coaching service and community that’s grown into something global. Started in 2016, Charlotte and the team work with runners of all abilities — from people tackling their first parkrun to athletes chasing marathon PBs. It’s built around coaching, community, and helping people fall in love with running.
Adam and Charlotte came to me because their existing website wasn’t keeping up. It had been built by another agency who’d since grown too big to manage smaller clients, leaving them stuck with an outdated, clunky site built on an out-of-the-box template. It didn’t reflect what Purdue Performance had become.
The brief
The website needed to match the brand they’d built. Purdue Performance has a strong identity — a real community feel, athletes across the globe, a coaching approach that’s personal and motivating. The old template site didn’t capture any of that.
Beyond the look, Adam needed to be able to manage the site himself. With a growing community and evolving services, waiting on a developer for every update wasn’t going to work.
The build
We met up a few times in London to work through the design elements and check in on progress. For a project like this — where brand feel really matters — those face-to-face conversations helped make sure we were on the same page throughout.
Design
The goal was a fresh, modern look that felt like Purdue Performance. The old template was generic; the new site needed personality. We worked through the design together, making sure it captured the energy of the community and the professionalism of the coaching service.
WordPress CMS
Built on WordPress with an easy-to-manage setup. Adam can now update content, add new services, and keep the site current without needing to come back to me. For a business that’s constantly evolving — new coaching programmes, community updates, athlete success stories — that independence is essential.
The result
Adam was really happy with the build, and more importantly, it actually works for them now. The site reflects what Purdue Performance is today: a proper coaching service with a worldwide community, not a small operation running on a generic template.
When runners land on the site, they get an immediate sense of what the community is about — and that matters when you’re asking people to trust you with their training.
