Media, Website & Digital Infrastructure Proposal

A proposal for Birch Bender’s website, media system, and digital operations.

This proposal defines the design, development, and ongoing management of CrossFit Birch Bender’s website, alongside continuous photography, videography, and content creation under a single, cohesive structure.

Purpose

1. Purpose

Define a complete digital and media system, not just a website.

This proposal defines the design, development, and ongoing management of CrossFit Birch Bender’s website, alongside continuous photography, videography, and content creation under a single, cohesive structure.

The objective is to establish a fully integrated digital and media system that supports:

  • member acquisition and onboarding
  • day-to-day operations
  • consistent brand representation
  • long-term scalability across services and offerings

This includes a bespoke website build, a front-loaded media capture phase to establish a comprehensive asset library, and an ongoing retainer for continued content creation, website maintenance, and digital support.

Review process: Each section includes a Request change button so revisions can be submitted in direct context. After review, the Approval section at the end can be used to record acceptance and final notes.

2. Scope of Work

Website design and development will be handled as a bespoke WordPress build with defined structural pages.

A new website will be built using WordPress with a fully bespoke Birch Bender theme.

The website will be built as a multi-location platform supporting both the current Birch Bender location and the upcoming Downtown Newmarket location. The architecture will be established during initial development so additional future locations can be added without requiring a full rebuild.

A. Website Design & Development (Initial Build)

Core Build Scope

  • complete site architecture and user flow planning
  • custom UI/UX design aligned with Birch Bender branding
  • bespoke theme development (no template use)
  • mobile-first responsive implementation
  • performance-optimized build (image handling, load speed, structure)
  • SEO-ready page structure and metadata setup
  • analytics integration (traffic + conversion tracking)
  • CMS configuration for internal content updates

Structural Pages

  • homepage (media-driven)
  • about / philosophy
  • coaching team
  • services (fully structured, see below)
  • schedule
  • drop-in
  • start here / onboarding
  • contact

3. Website Features & Operational Functionality

The website will function as an operational platform, not a static marketing page.

Multi-Location Architecture

  • the website will support multiple Birch Bender locations within a single unified platform
  • initial build includes both the current location and Downtown Newmarket location
  • locations will share brand, media, and infrastructure while maintaining operational independence
  • the Downtown Newmarket location will be built into the system during initial development but can remain inactive or hidden until operationally ready

Location-Specific Functionality

Each location will maintain independent:

  • class schedules (Zen Planner integration per location)
  • membership and signup flows
  • drop-in flows
  • contact details and address
  • operational data and configuration

System will ensure correct routing based on selected location.

Location Selection & User Experience

  • users will be able to select their location on entry
  • location selection will persist across sessions
  • users can switch locations at any time
  • schedules, signup flows, and content will dynamically reflect selected location

Training philosophy integration

  • clear articulation of Birch Bender’s approach: “constantly varied, never random”
  • explanation of structured, periodized programming methodology
  • alignment between website messaging and in-gym coaching experience
  • communicates intentional progression without exposing programming

Core offerings: CrossFit & HYROX Classes

  • class structure and expectations
  • positioning of dual modality training
  • integration with class schedule

Adaptive Training (Coach: Dan Banks)

  • dedicated adaptive program page
  • support for neurological and physical disabilities
  • inclusive training environment
  • reference to Paralympic-level experience
  • intake pathway for adaptive athletes

Teen Fitness (Coach: Dan Banks)

  • youth-focused programming
  • safe and structured training environment
  • introduction to fitness for younger athletes

TNG Athletic Development

  • strength & conditioning for teams (12U–18U)
  • dry-land training structure
  • team onboarding / inquiry system

Nutrition Coaching (Monique)

  • integration of nutrition support services
  • consultation or intake pathway
  • alignment with performance and general fitness goals

Body Composition Scanning

  • InBody scan service page
  • explanation of metrics and use cases
  • integration into onboarding or tracking

Recovery Services

  • red-light therapy offering
  • session structure and use cases

Retail / In-House Store

  • merch, food, and beverage offerings
  • informational structure with future e-commerce readiness

Local Producer Network (Future-Ready)

  • scalable page for farmer / producer network
  • community exchange structure
  • future expansion capability for dynamic listings

Public Class Schedule Integration

  • schedule synced from Zen Planner via API where supported
  • support for multiple schedules, with one schedule per location
  • each location will connect to its own Zen Planner configuration
  • mobile-optimized display
  • automatic updates aligned with scheduling system
  • fallback manual CMS control if required

Lead Capture & First Class Booking

  • “Start Here” onboarding flow
  • free first class intake form
  • capture of goals, experience level, and contact details
  • optional automated response and confirmation
  • basic conversion tracking

Drop-In Flow

  • dedicated drop-in page
  • streamlined intake / request process
  • automated follow-up where applicable
  • reduced friction for visiting athletes

Member Access Hub

Centralized access point linking to:

  • Zen Planner
  • SugarWOD
  • Mighty Networks

Designed to reduce friction navigating between platforms and to route members to location-specific environments where required.

Member Signup & Billing Integration (Exploratory Implementation)

The site will include a custom onboarding and signup flow designed to improve current billing and account setup processes.

Where supported by Zen Planner API:

  • new member intake via website
  • creation or transfer of member data into Zen Planner
  • location-aware intake and signup flow
  • correct Zen Planner configuration used per location
  • membership selection
  • location-specific membership options
  • billing setup via supported workflows
  • automated routing post-signup

Unified Login (Exploratory)

  • investigation into unified login across platforms
  • dependent on API and plan-level support
  • fallback: centralized member access hub

Backend Content Control (Internal Use)

Management will be able to update:

  • services and offerings
  • coach profiles
  • announcements
  • events
  • media assets
  • schedule overrides (if needed)
  • content per location
  • content assignment as global or location-specific

No redevelopment required for routine updates. Future locations can be added without restructuring the site.

Media-Driven Architecture

  • homepage video integration
  • rotating media blocks
  • layouts designed for continuous content updates
  • direct alignment with ongoing media retainer

Events & Updates

  • event pages
  • announcements
  • post-event recap integration (photo/video)

Analytics & SEO Foundations

  • Google Analytics setup
  • conversion tracking
  • local SEO structure
  • indexing readiness

4. Photography Scope

Photography supports launch, ongoing operations, and long-term asset depth.

Coverage

  • class coverage (CrossFit, HYROX, adaptive, youth)
  • coach-led training imagery
  • facility and atmosphere
  • lifestyle and candid content
  • coach/staff portraits
  • service-specific image sets
  • retail and product imagery
  • recovery and assessment services
  • event photography
  • seasonal refreshes

Objectives

  • establish a deep evergreen media library
  • ensure all services are visually represented
  • maintain current and consistent website visuals
  • support future marketing and campaigns

5. Videography & Content Creation

Video production will support website functionality, brand presence, and future content use.

Includes

  • class footage across all programs
  • coaching and instructional content
  • movement and training clips
  • service-specific content (adaptive, youth, S&C, recovery, etc.)
  • homepage and banner video assets
  • short-form content creation
  • event coverage and recaps
  • evergreen content library development
  • ongoing capture for future campaigns

Objectives

  • maintain a consistent visual identity
  • support ongoing website updates
  • build reusable content across seasons
  • enable future marketing initiatives without additional capture

6. Front-Loaded Capture Phase

Initial capture is designed to give launch coverage across the full service mix.

Initial capture phase will include comprehensive coverage of:

  • CrossFit & HYROX classes
  • Adaptive training
  • Teen Fitness
  • TNG Athletic Development
  • coaches and staff
  • facility and environment
  • retail and recovery services
  • general culture and atmosphere
Purpose: populate website with original media at launch, establish reusable content library, reduce reactive capture needs, and ensure complete visual coverage across all offerings.

7. Marketing & Social Strategy Support

This scope covers content production and infrastructure, not campaign execution.

This scope includes content creation and infrastructure only.

For marketing strategy, posting, and campaign execution, consultation with Marissa is recommended.

8. Pricing Framework

Pricing reflects internal discounted structure while preserving clear scope boundaries.

Website Build $6,500 CAD

Includes dual-location architecture, launch build, and location-aware website infrastructure.

Website Maintenance $200/month

Ongoing maintenance is $200/month while operating as a single location, expanding to $300/month once the second location opens.

Shooting Rate $160/hour

Includes one hour of editing for each shooting hour under Birch Bender’s internal structure.

Additional Editing $40/hour

Applied beyond the included editing allocation where additional post-production is required.

Standard External Rates (Reference)
  • shooting: $200/hour
  • editing: $50/hour
  • 2-hour minimum per shoot
Birch Bender Internal Structure
  • 2-hour minimum waived
  • 1 hour editing included per shooting hour
  • discounted internal rates applied
Website Design & Development

One-Time Build: $6,500 CAD

Includes:

  • full bespoke WordPress build
  • all service page structures
  • media-first architecture
  • includes dual-location architecture (current + Downtown Newmarket)
  • includes location-aware scheduling, signup, and data structure
  • Zen Planner schedule integration
  • onboarding and lead capture system
  • member access hub
  • signup / billing integration discovery + implementation
  • backend management system
  • analytics and SEO setup
  • launch-ready implementation
Website Maintenance

$200/month while operating as one location

$300/month once the second location opens

Includes:

  • ongoing maintenance
  • updates and backups
  • content changes
  • minor improvements
  • technical support
Startup Phase

Includes:

  • full website build
  • integration setup
  • front-loaded capture
Estimated Front-Loaded Capture

Based on the full range of launch coverage required across classes, coaches, facility, recovery, retail, and general atmosphere:

  • 10 hours shooting: $1,600
  • 10 hours included editing: included
  • 6 additional editing hours: $240
  • Estimated capture total: $1,840 CAD

This estimate is intended for proposal planning and may be adjusted based on final scheduling, number of capture sessions, and operational readiness of the new barn location.

Startup phase and monthly structure
Item Rate Notes
Website $6,500 CAD Full website build, dual-location architecture, and launch-ready implementation
Capture $1,840 CAD estimated Based on 10 shooting hours with included editing plus 6 additional editing hours
Additional editing $40/hour Applied beyond included edit time
Ongoing website maintenance $200/month $200/month while operating as one location; expands to $300/month once the second location opens
Ongoing Monthly Structure

Monthly total:

  • ($160 × shooting hours)
  • ($40 × additional editing hours)
  • $200 website maintenance while operating as one location
  • $300 website maintenance once the second location opens
Example monthly structure

3 hours shooting / 5 hours editing

Shooting$480
Additional editing$80
Website maintenance$200
Total$760

9. Notes

Dependencies and pricing assumptions remain explicitly identified.

  • pricing reflects discounted internal structure
  • integrations depend on third-party APIs
  • unified login not guaranteed across all platforms
  • multi-location support (current + Downtown Newmarket) is included in initial build scope
  • the Downtown Newmarket location will be built into the system during initial development but can remain inactive or hidden until operationally ready
  • additional future locations can be added without full redevelopment, though minor configuration may be required
  • additional development scoped separately if required

10. Next Steps

The remaining steps are confirmation, validation, scheduling, and build start.

  1. confirm scope
  2. confirm capture schedule
  3. validate integrations
  4. begin architecture and build

Delivery Timeline

Approval + Deposit

Website development begins immediately on approval with a 33% deposit due up front. Timeline below assumes approval is confirmed by April 5, 2026.

Phase 1 Website Delivery

Phase 1 website delivery target is May 1, 2026, assuming approval occurs within the next five days. This phase is intended to deliver the immediate useful launch version of the site, including core pages, service structure, onboarding flow, drop-in flow, member access hub, foundational schedule display, and launch-ready backend content control.

Front-Loaded Capture Phase

Front-loaded photo and video capture will take place as soon as Birch Bender is established in the new barn location during spring 2026, aligning visual asset creation with the operational setup of the new barn environment.

Phase 2 Functional Expansion

Phase 2 is expected in June / July 2026 and will focus on more advanced functionality that is valuable but not required for immediate launch. This phase is expected to include deeper API-dependent features such as expanded Zen Planner integrations, more advanced schedule synchronization behavior, member signup and billing workflow implementation where supported, and other connected operational enhancements that depend on platform capability and validation. This phase will also allow for expansion of captured media throughout the site, including richer media integration such as homepage video background treatment and broader use of newly captured photo and video assets. Build completion for the hidden Downtown Newmarket location will also be included in this phase so that the second location is fully prepared in-system ahead of activation.

Final Payment

The remaining 66% final payment will be due after completion of Phase 2, once the primary build, advanced functionality work, media expansion, and hidden Downtown Newmarket location build are complete.

Phase 3 Activation

Phase 3 will consist primarily of activation and release of the Downtown Newmarket location later in 2026 within the multi-location system established in the initial build and completed during Phase 2.

11. Approval

Record section review progress and generate final approval output.

Section acknowledgement

Use the checklist below to track reviewed sections. If any section requires revision, use that section’s Request change button before final approval.

When all required revisions have been addressed, the final approval form can be used to confirm acceptance and include any closing notes.

Use these checkboxes to track reviewed sections during discussion.

Final proposal approval