Building a Website That Matches Josh Schwartz's Coaching
Josh Schwartz is my fitness coach. His site needed to feel as considered as his coaching. Here's what it took to build it, with AI tools in the mix.
The Background
Josh Schwartz coached me before I built his website. Over 14.5 months, his coaching and accountability helped me reach a 75-pound milestone.
I've also watched him build a fitness coaching business through real clients, results, and word of mouth.
What he didn't have was a digital presence that matched the quality of what he was actually doing.
I work in digital marketing. I've been at a full-service agency for nearly four years. I know how to identify the gap between what a business is and how it looks online. For Josh, that gap was significant.
The Stack
I built it in Replit with AI development tools. I didn't come in with a traditional coding background.
Replit lets you build, run, and deploy software in the browser. Its AI tools helped me turn an understanding of systems and logic into a working site without writing the code from scratch.
The Josh Schwartz Training platform is not a template or a WordPress site. It's a custom, animated, mobile-first web application.
What I Built
The platform includes:
A custom frontend with scroll animations and page transitions
Service pages that explain Josh's offerings in his voice
A working contact form
A mobile-first layout
The visual standard I was aiming for: a site that feels as considered as Josh's coaching, whatever tools I used to make it.
What the Process Actually Looked Like
The AI tools helped me build, but each version needed review. I set constraints, tested what came back, and pushed when a page didn't communicate the right thing.
Prompting is a skill, but the brief also depended on knowing Josh and his business.
The design sensibility came from four years of watching what works and what doesn't across dozens of client brands.
The marketing copy came from understanding Josh's business and voice. The structure came from knowing what a coaching business actually needs to communicate online.
The tools helped with implementation. Knowing Josh's coaching firsthand helped me decide whether the site sounded like him.
What I Took Away
Josh's platform is live. The part I value most is how closely the work connected to a business I already knew, from the service copy to the way someone gets in touch.
I get into the bigger question of how these tools change the work in what building two sites with AI taught me about the work.
Marc Miceli