Scale coaching
without scaling chaos.

The client

A Danish e-sport coaching company connected players with in-house coaches across titles like Overwatch, League of Legends, Counter-Strike, Valorant, and Fortnite. Players signed up for teams matched to their skill level; coaches ran sessions while the business handled subscriptions, scheduling, and payments through the product.

The problem

I joined to maintain an existing software suite-a backend, a standalone frontend application, and a WordPress marketing site. The first months were maintenance and incremental features in that stack, but it became clear the architecture would not carry the next phase of growth.

In mid-2020 we agreed on a full rebuild: a single product that could onboard more players, keep day-to-day operations reliable, and give the team room to ship without firefighting. I led the build in collaboration with designer Nicolai Qvindbjerg, who shaped the UX across onboarding, subscriptions, and the customer dashboard.

What I did

Infrastructure

I moved the platform to AWS in a multi-AZ VPC-separate instances per environment, created from snapshots for easy teardown and recreation. The database runs on RDS for point-in-time restores and automatic failover. Uploads go to S3 and are served through CloudFront; async work runs through SQS. Git hooks drive CI/CD for automatic deployments, and with queues and persistent data off the app host, the application layer stays stateless.

Backend

The backend is Laravel on PHP 7.4-a practical choice for session-based auth, payment flows, job queues, and a content layer without building everything from scratch.

It hosts the core business logic: a client-facing REST API, a private marketing API, payment integration, asynchronous job processing, and internal tooling for the team.

Frontend

The customer-facing app is Nuxt.js-server-rendered Vue with sensible defaults so we could focus on product rather than boilerplate configuration.

Three domains make up the experience: an onboarding flow that guides new players toward the right team, a subscription and training dashboard for customers, and an authentication layer that ties them together.

Results

The rebuild replaced a fragmented three-part stack with one product the team could operate and extend. Bookings, subscriptions, and coach workflows ran through a single backend instead of patching gaps between separate systems.

Stateless app hosts, managed database failover, and automated deployments meant outages stopped being a regular operational tax. Product changes could ship on a predictable cadence rather than waiting for fragile manual steps.

The onboarding flow turned sign-up into a guided path-game, team, cart, checkout-so new players reached a booked session without getting lost in the product.