1. The client.
An academy built around experience, methodology and high performance
JMB Pádel Academy is based in Alicante and specialises in personalised training for professional, competitive, intermediate and beginner players.
The academy is led by Jordi Muñoz, a former World Padel Tour world top-five player, three-time world champion and three-time European champion. Drawing on that experience, JMB has developed its own methodology and training programmes adapted to each player's level and goals.
The brand also has a growing international dimension, developing partnerships and programmes outside Spain.
2. The challenge.
A digital presence that did not convey the academy's true value
JMB had experience, sporting recognition, its own methodology and a broad range of programmes, but its digital presence needed to evolve to represent that positioning properly.
Before starting the redesign, we carried out market research and competitive analysis to understand how other academies positioned themselves, what different player profiles sought and how JMB's proposition should be structured.
The challenge was turning this information into a digital experience that clearly explained why to choose JMB, which programme suits each player and what makes its methodology different, while maintaining a premium, professional perception.
3. The solution.
We completely redesigned the web ecosystem around JMB's value proposition
Aurora Start worked from the initial strategy through to the final development of the new platform.
The architecture was reorganised around the main decision factors: methodology, team experience, programmes, personalised training, testimonials and Jordi Muñoz's career.
Dedicated pages were developed for the different programmes — Premium Week, Weekend, personalised training and competition — creating clearer paths to contact and booking.
The project also included:
- Market research and competitive analysis.
- Complete restructuring of content and website architecture.
- Positioning strategy and value proposition.
- UX/UI design and full development.
- Adaptation for domestic and international audiences.
- Form and conversion point integration.
- Hosting and infrastructure managed by Aurora Start.
4. The result.
A platform aligned with the academy's true standards
JMB Pádel Academy now has a digital presence much more consistent with its track record, methodology and professional positioning.
The new platform makes it easy to understand the academy's offering, distinguish programmes, meet the team and move towards contact at multiple points in the journey.
The website also includes a dedicated area for JMB's international expansion, presenting its methodology as a proposition that can also be implemented and developed in other clubs.
The result is more professional, scalable digital infrastructure ready to support player acquisition and the brand's future growth.
