Pilates Estudio Virginia González

Context

A pilates studio in eastern Seville with a clinical rather than gym-like approach: groups of four at most, qualified instructors, and a full equipment set uncommon in the area — Reformer, Tower, Wunda Chair and jumpboard. The audience is adult women interested in rehabilitation, posture, pelvic floor work and hypopressives.

The brief was to stand apart from “pilates” offerings that are really a group class in a gym.

Approach

• The differentiator goes in the hero, not the services page. “Groups of 4 · personalised method · Seville East” sits under the buttons. It’s the one thing no chain can copy.
• Real photography of the studio and the team, not stock mats. In a service where you’ll be in physical contact with someone for months, seeing the actual person matters more than production value.
• Custom FSE theme with no parent. theme.json as the single source of truth for tokens, and modular PHP separated by responsibility: security, schema, SEO and performance in distinct files.
• Large italic serif for the headline over full-bleed photography. The aesthetic is premium wellness studio, not sports centre.
• WhatsApp-led acquisition as the primary conversion, with class booking secondary. It’s how this audience actually gets in touch.

What I built

• Bespoke WordPress FSE theme with no parent
• In-house design system in theme.json with colour, type and spacing tokens
• Service structure: mat pilates, equipment pilates, personal training and hypopressives
• Local SEO with business schema and service area
• Forms and WhatsApp acquisition

Outcome

Live on its own domain, published once signed off by the client.

A note on this work

Built at Xpandex, where I run the full cycle: design, development, performance, accessibility, technical SEO and deployment. Studio photography supplied by the client.