Taking a pickleball academy to market with AI.
11·0 is a real competitive pickleball academy in Chicago. I used AI to take it to market — brand, a live website, three training programs, Stripe tournament registration, and a content engine — running the whole operation solo from one place.
The problem
Standing up a new local business usually means an agency for the brand, a developer for the site, a separate tool for registration and payments, and an ongoing scramble for marketing and content. That’s slow and expensive — and most of it is production work, not judgment.
My role
I was the whole product team. I set the positioning, programs, and player experience; AI did the production — building and editing the site, drafting marketing and content, and keeping operations organized in one hub I run by chatting.
Approach
Treat AI as the studio and run the business from one place:
- Brand & site — a dark, high-energy identity (TRAIN · COMPETE · DOMINATE) and a live marketing site.
- Programs & registration — three tiers and Stripe tournament checkout.
- Content & ops — a blog engine and an operations hub maintained by describing the change.
The whole academy, in your hand
Every page is fully responsive — below is the live site rendered at phone width, straight from 11-0.club.
The live site, the player portal (sign-up + dashboard), and the internal admin — all built and maintained with AI. Each opens in a new tab.
A brand and a site, fast.
From positioning to a live, dark, high-energy site — mission, three programs, coaches, tournaments, and gear — fully responsive on phone and desktop, stood up with AI instead of an agency and a dev shop.
Not just a site — a product.
A player portal where members sign up (name, email, skill level) and get a personal academy dashboard — and a separate admin dashboard to run the academy, managing coaching sessions, coaches, and members with search, filters, and one-tap edits.
An operation you run by chatting.
Marketing, blog content, coach bios, schedules, and pricing all live in one AI-run hub — I update the business by describing the change, then reviewing the diff.
The work
A whole local business, taken to market solo:
- Brand & a mobile-friendly site — Chicago’s elite competitive academy, responsive across phone and desktop.
- A player portal — account sign-up (name, email, skill level) and a personal academy dashboard.
- An internal admin dashboard — manage sessions, coaches, and members with search, filters, and edits.
- Tournament registration + content engine — Stripe checkout across four DUPR divisions, plus the “Court Knowledge” blog.
Reflection
11·0 is what “AI-enabled” looks like end to end: I’m running a real business — brand, site, registration, content — at a pace and cost that used to require a team. AI does the production; product judgment decides the positioning, the programs, and the player experience.
Claude is my design studio, copywriter, and operations system — it builds and edits the site, drafts marketing and blog content, and keeps coaches, programs, and pricing organized in one hub. I describe the change; it ships the diff.