Celik Works runs two software products and a small games studio of its own. We pay for their customers, absorb their churn and answer their support inbox, so the funnel we read in your account is one we also live in.
mygymassistant.com · live product, as it runs today
An operations platform for gyms, pilates studios, spas and wellness facilities — bookings, memberships, payments, access control, point of sale and a member-facing mobile app.
Why it matters to client work. Appointment-and-membership businesses are the hardest category to measure well: the sale happens on a phone call, at a front desk or six weeks after the click. Building the booking system taught us where those conversions live and how to get them back into an ad platform. Every clinic, studio and salon account has the same problem.
An integrated digital business platform — website builder, reservations, email automation, e-commerce and multi-location analytics.
Why it matters to client work. Running a self-serve product means we live inside the funnel metrics most agencies only report on — activation, trial conversion, churn, lifetime value. It also means our smaller clients can get a working site, booking flow and email programme quickly, without a six-figure build standing between them and their first campaign.
Mobile games we design, build and publish ourselves. The first, Wakenfolk, is a story tower defense game for iPhone, now in public beta on TestFlight.
Why it matters to client work. A free-to-play game lives on retention, ad yield and purchase conversion: the deepest version of the funnel we read in client accounts. Publishing our own titles keeps us current on app store policy, attribution and what organic growth can and cannot do.
The dividend
What ownership adds
The funnel below is the one our own products are judged on, and it is the same chain we read in every client account — even when the brief only mentions advertising.
Acquisitionpaid + organic
Activationfirst value
Retentionrepeat + churn
Lifetime valuethe number that decides
Full-funnel literacy
We read accounts past the click: activation, repeat rate, churn, lifetime value — because those are the numbers our own products live or die on.
Build capability in-house
Booking flows, landing infrastructure, tracking endpoints and reporting tools can be built rather than requested.
The real cost of acquisition
Paying for our own customers taught us where the arithmetic stops working. In client work that shows up as an early no — said before you have funded a test, not in the report afterwards.
Tooling that compounds
The automation and safety infrastructure behind client accounts is software we built and maintain, so improvements reach every client at once.
Where this does not apply. Owning products does not make us your product manager, and it does not mean every client should be sold software. These products and the games exist independently of the agency; they are listed as evidence of how we think about a funnel, not as something to buy alongside a retainer. The games are our own titles, never client work.
Tooling
What we build with.
Named because it is checkable, not because a stack is a strategy. These are the tools behind our own products, the platform work we do for clients, and the sites we ship.
Product & web
Next.js
React
Node.js
TypeScript
Our own products, client platform features, and landing pages that have to load fast and report accurately.
Mobile
React Native
Member and customer apps, where a booking or an order has to work in the hand and still report back to the ad platforms.
Commerce platforms
Shopify
Magento / Adobe Commerce
Headless storefronts
Catalogue, feeds, merchandising and storefront work inside the platform the business already runs on.
Sites
WordPress
Where a business needs a site that its own team can keep, not a bespoke build it will have to pay us to touch.
Measurement
GA4
Google Tag Manager
Server-side tagging
Meta Conversions API
The layer that decides whether any of the above can be judged. Built and verified before spend is optimised against it.
The same funnel thinking, applied to yours.
Acquisition, activation, retention and measurement — read by an agency that carries those numbers on its own products.
