Case Study: Emotion Fitness — Building a Rage Room with Heart

The Challenge

When Erica came to me, her business Emotion Fitness was already a hit offline, a cathartic blend of rage room, workout studio, and emotional sanctuary. But online, the story wasn’t landing.

“That’s a funny question,” she laughed when I asked what she liked about her old site. “Nothing.”

Her in-person experience was powerful and layered, but the website felt disjointed. Pages didn’t connect, booking was confusing, and her mission of healing through release wasn’t coming through. Erica needed a site that captured both sides of her brand: the energy and the empathy.

The Collaboration

From our first call, the energy was electric. Erica came in with vision and voice; I just needed to give them structure.
“Usually I’m pulling both vision and visuals out of people,” I told her. “You already have both. I just get to weave them together.”

We rebuilt the site around her signature journey: Break Sht. Work Out. Chill.* Visitors now move through those stages as naturally online as they do in the studio. Every click has intention, from the hero section that grabs attention to the booking flow that turns curiosity into action.

When we tackled her event system, Erica was clear about her biggest frustration: “The calendar is the most important piece I’ve been so frustrated with.”
That became our anchor point. We restructured her bookings so recurring classes and one-time events automatically feed into an interactive calendar, turning a clunky process into a smooth experience.

“This is insane,” she said midway through our build. “How does your mind even see this?”

The Breakthrough

Once the layout clicked, we focused on voice and visibility. Erica’s writing is honest, playful, and raw, so I used her own words to shape the copy. Her quotes became headlines, her philosophies became calls to action, and her humor became SEO gold.

We rebuilt the meta structure from the ground up, targeting real search behavior around rage rooms, emotional wellness, and group experiences in Westminster, CO. The result was language that sounds like Erica and performs like a strategy.

When I showed her the final site, she paused, smiled, and said,

“Oh my gosh, it’s beautiful. You worded everything perfectly. I love it. It feels so right.”

The Result

Now, Emotion Fitness doesn’t just describe what Erica offers; it embodies it. The flow mirrors her mission: from chaos to calm, from tension to release.

The booking process is intuitive, the event calendar finally works the way she envisioned, and the site now gives search engines the clarity they need to bring her ideal clients straight to her door. Most importantly, Erica finally feels represented online.

As she told me during launch week,

“I just feel like this is the beginning of a lot for me.”

And honestly, it is.

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