The Challenge

Mountains and Marathons, a leadership development company co-created by Jamin Heppell and Jen Ziegner, needed a digital presence that could match the depth and power of their transformative adventure experiences. Their brand fuses physical challenges like Patagonia treks and Kilimanjaro climbs with deep inner work, somatic practices, and trauma-informed coaching for purpose-driven leaders. The existing website wasn’t communicating that duality, and it wasn’t converting the right audience: executives and entrepreneurs ready to invest in real alignment between their inner fulfillment and outer achievement.

Our Approach

We immersed ourselves in the Mountains and Marathons world to understand what makes their approach different, then translated that into a digital experience that moves visitors emotionally while guiding them toward action. The solution included Strategy, Web Design, Brand Alignment, and Conversion Optimization.

• Strategy: Mapped the customer journey from discovery to enrollment, ensuring the site spoke to purpose-driven leaders at every stage of awareness.
• Web Design: Designed a visually immersive site that captures the spirit of adventure and discipline, balancing raw, expansive imagery with intentional structure and flow.
• Brand Alignment: Unified the visual language and messaging across all offerings, from the flagship ALIGN Leadership Program to private coaching and free community experiences like The Alignment Lounge.
• Conversion Optimization: Structured clear pathways from the Living Aligned Assessment and monthly coaching circles into high-commitment programs like the six-month ALIGN immersive.

Key Highlights

• Adventure Meets Alignment: The site now communicates both the physical intensity and the emotional depth of the brand, attracting leaders who resonate with that combination.
• Clear Program Architecture: Each offering, from free community events to the flagship Patagonia experience, has a distinct entry point and a natural progression toward deeper engagement.

The Results

A Homepage That Reflects the Brand: The redesigned site captures the essence of Mountains and Marathons, communicating adventure, discipline, and intentional leadership from the first scroll.

Stronger Audience Connection: Purpose-driven leaders now find a digital experience that speaks their language, building trust before they ever get on a call.

What Set This Project Apart?

This wasn’t a standard website build. Mountains and Marathons operates in a space where the transformation is deeply personal, physical, emotional, and communal all at once. We had to create a digital experience that honored that complexity without overwhelming visitors. The result is a site that feels as expansive as a mountain summit and as intentional as the coaching work itself.

Client Testimonial

“The homepage now finally reflects the spirit of the brand, adventure and discipline.” — Mountains and Marathons

Project Breakdown

• Niche: Adventure / Inspiration / Leadership Development
• Scope: Strategy, Web Design, Brand Alignment, Conversion Optimization