Background
Kaizen is a London-based running app built to help athletes train smarter. With features like flexible weekly targets, accurate race predictions, and seamless Strava integration, Kaizen empowers runners to improve steadily over time. While the product offered strong in-app value, its digital presence wasn’t reaching enough runners searching online for tools, races, and training advice.
The Challenge
Low visibility: New runners couldn’t easily discover Kaizen when searching for race tools or training content.
Competitive search rankings: High-intent keywords like marathon pace calculator and London running races were dominated by established players.
Limited content structure: Without a glossary, blog hub, or race database, Kaizen was missing long-tail SEO opportunities.
Weak conversion flow: The website wasn’t optimised for app sign-ups or engagement.
— Kaizen’s early MVP site on Squarespace
The Solution
To help Kaizen scale, New Site Agency built a growth marketing framework focused on SEO, structured content, and conversion-driven design. While Kaizen focused on improving their app, we turned their website into a global acquisition engine for new runners.
Our approach included:
SEO & Growth Strategy
Defined a keyword strategy around high-intent running terms like pace calculator and marathon races.
Built a long-tail SEO plan with content designed to rank for thousands of queries.
Website Transformation
Moved from Squarespace to a custom Framer site built for speed, SEO, and conversions.
Designed clear landing pages with stronger calls-to-action to drive app downloads and engagement.
Structured navigation around tools, races, and content hubs so users could find value quickly.
Interactive Tools & Content
Developed an advanced pace calculator with Strava sync to encourage repeat visits.
Built a race directory of 5,000+ events, making Kaizen the go-to destination for runners worldwide.
Launched a running glossary and training content hub, creating a structured SEO foundation.
Integrated podcasts and comparison pages to engage users and build trust.
Optimisation for Scale
Ensured all content was internally linked for SEO authority.
Structured data and schema markup to capture AI/LLM answers and rich results.
Created a framework that can keep expanding as new features and races are added.
We didn’t just redesign Kaizen’s website — we built a scalable system that drives new runners in at the top of the funnel, engages them with valuable tools, and converts them into long-term app users.
Results
The new website and growth strategy transformed Kaizen into a global destination for runners and a top-of-funnel engine for their app.
Key outcomes achieved within 12 months:
+80% organic traffic growth in just 90 days with sustained month-on-month increases.
Domain Rating increased from 2 → 29, signalling stronger authority in the running space.
Referring domains grew from 22 → 77, thanks to structured content and backlink outreach.
3.1K monthly organic visitors (up from near zero), creating a reliable source of sign-ups.
3,000 organic keywords ranked, including Top 3 position in the UK for “marathon pace calculator.”
5,000+ race pages indexed, forming an evergreen SEO moat that drives continuous discovery.
Higher conversions through optimised landing pages, interactive pace tools, and structured calls-to-action.
Impact: Kaizen went from an invisible MVP site to a globally ranked running resource. The project proved that with the right mix of SEO, content, and interactive tools, even small teams can compete against established players and win new customers at scale.
— Kaizen’s live race directory and pace tools
“New Site Agency didn’t just redesign our site, they built the engine for our growth. From SEO to interactive tools, the transformation has put Kaizen on the map for runners worldwide.”
— Michael K, Co-Founder, Kaizen