Aftermath Fitness

Building a brand, platform, and digital ecosystem from scratch

Aftermath Fitness began with a concept and a single personal trainer. Dangerous Toaster partnered with the founder to build the business from the ground up — including branding, logo, colour system, content, photography, documentation, and marketing collateral.

Beyond a standard website, the business required a scalable digital platform. We designed and built a membership-based experience that delivered structured, step-by-step fitness programs through gated video content hosted via AWS. The platform supported user progression and was paired with paid advertising and campaign support to drive membership growth.

Following COVID, the founder chose to pivot into a new area of focus. The project stands as an example of end-to-end digital experience design — from brand creation to platform execution.

Focus: Brand strategy, web platform, membership experience, content, paid campaigns