Four businesses, one platform
Sanne Andersen is a reflexologist, auricular acupuncturist and psychotherapist — and principal of the Golden Wings Chi Gong & Tai Chi school. From her clinic in Aalborg she runs four things at once: a treatment practice, a two-year professional training programme, a webshop, and a subscription-based online Qi Gong universe.
This is not a website. It is a platform that has brought her entire business together — and replaced all of her scattered IT with one system.
See the platform live: www.sanneandersen.dk
From a paper diary to a single platform
Before, everything ran on loose tools. Sanne didn't even have a booking system — the clinic's appointments lived in a paper Mayland diary. Course material was scattered. There was no shop, no AI help, and none of it talked to anything else.
The classic way to pull that together is to glue a stack of subscriptions on top of each other: an agency for the website, Shopify for the shop, Calendly for booking, Teachable for the courses, Mailchimp for the newsletter and a chatbot on top. Six or seven vendors, six or seven logins — and data spread across all of them.
Instead, all of it is built as one platform.
Before → After
| Before | After |
|---|---|
| Booking in a paper diary (Mayland) | Online booking + prepaid clip cards — and Sanne's own calendar with closures, holidays and manual appointments |
| No webshop | Webshop with subscriptions, gift cards and clip cards — payments live |
| Course material scattered and on paper | A real teaching system: students log in and follow their two-year programme |
| Newsletter in a separate tool | AI-assisted newsletter |
| No AI — for customers or for Sanne | Two AI assistants: Eir facing outward, a professional memory facing in |
| Edits went through us | Sanne edits the text directly on the page |
| Scattered IT — nothing connected | One platform — everything connected |
Everything that is built in
The platform brings together 14+ tools that would otherwise be as many separate products — under one login, one CMS and one design.
The training programme is a school, not an archive
This is the heaviest piece of the platform, and it is worth being precise about: Sanne's two-year reflexology training is not "material put online". It is a complete teaching system.
The student logs into her own study area and meets her programme: 8 modules and 26 lessons with video and materials, in the order Sanne has arranged them. The system remembers how far she has got — she marks a lesson complete and takes the next one when she has time. Along the way, exams are scheduled and graded in the same system, and the diploma is issued from it. Nobody else can see the content: if you are not enrolled, the lessons do not exist.
Sanne runs the whole thing herself from her own page — modules, lessons, order, who is enrolled, and when the exam sits. The school's teachers appear on the site as editable cards, so a new name is a piece of text she writes, not a task she sends on.
This is precisely the part people usually buy a separate learning management system for.
The Qi Gong journey
The heart of the membership universe: an online course universe built as a journey along three tracks — Leaf, Trunk and Root — with four modules each. 12 modules and 195 lessons in total, 192 of them with video. Along the way there are streaks, a "practice of the day", milestone emails and a certificate when a track is completed. Alongside it sit standalone courses, retreats and classes.
The universe has doubled since launch — without anything having to be rebuilt. Sanne adds new lessons herself.
Website and content — and Sanne edits it herself
An editorial system with 21 content types drives everything on the site — fully bilingual in Danish and English, 129 pages in all.
And then the part that surprises most people: Sanne edits the text directly, with inline editing, on the finished page. She clicks a heading on the site as a visitor would see it, rewrites it and saves. No admin panel to navigate, no "where was that field again", no deployment. It applies to every single piece of text on the site — it is a requirement of the project, not a feature on selected pages. Behind all of it sits webhouse.app — the CMS platform, which broberg.ai also built itself, and which is the engine under the site.
Webshop
21 products are published — physical goods with shipping, and digital downloads. The shop handles one-off purchases, subscriptions, gift cards and clip cards (prepaid treatment credits) in the same checkout.
Payments are live. The money goes straight into Sanne's own Stripe account — we do not sit between her and her revenue.
Online booking — for the first time
The clinic's 11 treatments can now be booked online, or with a clip card from the shop. Same system, no detour.
The first time a client books, she signs a consent. A reflexology clinic handles health data, and that is not a formality you can leave for later — the gate sits on the server, not as a checkbox you can click past.
Sanne's own working day
Half of what the paper diary was replaced by, the customer never sees: Sanne has her own calendar with closures and whole holiday periods, she can enter a booking from her phone, move it, cancel it — and the client automatically receives an email after the treatment. Orders, customers, clip cards, newsletter and payments all live in the same place.
Two AI assistants
Both built on Sanne's own knowledge — not generic AI:
- Eir meets customers on the site and answers from Sanne's professional knowledge base — 11 articles in 7 categories — so the answers sound like Sanne, not like the internet.
- An internal assistant gives Sanne access to 25 years of material and helps her in situations where it is hard to remember everything she knows — a professional memory, always at hand.
Personal data stays in Europe
Both assistants run on European AI models. What a client writes to Eir about her body and her health does not leave the EU. For a clinic handling health data that is not a technical detail — it is the difference between whether the system may be used at all.
The site is written to be read by AI
All 129 pages exist — in both languages — as a machine-readable index, and the clinic describes itself in structured data with address, opening hours and officially verified coordinates.
Concretely: when someone asks an AI assistant "who is a reflexologist in Aalborg", Sanne's site is something it can answer from. That is the kind of visibility currently shifting from Google to the assistants — and most sites are not built for it.
Membership
Access is by magic login link — no password to remember or lose. Roles govern who sees what: customer, student, member, teacher.
And on top of that: an AI-assisted newsletter, automatic transactional emails, 15 genuine client testimonials, built-in SEO with structured data, a spam-protected contact form, error monitoring in production — and an app you can install on your phone (PWA).
The customer experience, end to end
A visitor lands on the site, reads about treatments and the philosophy behind them — and picks a path:
- Books an appointment online (or buys a clip card)
- Buys a product in the shop
- Subscribes to the Qi Gong universe
- Enrols on the training programme
One click on a login link and they are in: the student in her study programme, the member on her Qi Gong journey, the customer in her orders. Along the way they can ask Eir and get answers grounded in Sanne's own knowledge — and stay up to date via the newsletter. All of it in Danish or English.
Why a whole platform in 3–4 weeks
Note what this is: not a brochure website, but a platform with booking, payments, a webshop, a complete teaching system with exams and diplomas, a membership universe with 195 video lessons and two AI assistants. The core platform was built in roughly 3–4 weeks of concentrated work. Two things make that speed possible.
Reuse rather than reinvention
The platform is built from the same battle-tested broberg.ai components as the rest of the universe — payments, mail, login, AI, media. Nothing has to be built from scratch.
AI-native end to end
AI helps with both content and imagery, and every piece of work runs through a workflow where the functionality is browser-verified before it goes live.
Tested before launch
The entire purchase flow in Sanne's shop — from product to completed payment — was tested 100% automatically in a real browser before it went live. If a test goes red, nothing ships. That is how a whole platform gets built quickly without trading away quality.
And it isn't finished — it grows
That may be the most important point. Since launch the Qi Gong universe has more than doubled, teachers have been added, products have arrived — without anything having to be rebuilt. Sanne keeps having a platform that follows her business rather than blocking it.
In numbers
Measured 27 August 2026.
- 14+ integrated tools in one platform
- 129 pages — in two languages
- 21 content types
- 21 products in the shop
- 11 treatments, bookable online
- 195 Qi Gong lessons across 12 modules — 192 with video
- 8 modules and 26 lessons on the two-year training programme, with exams and diploma
- 11 knowledge-base articles in 7 categories
- 15 client testimonials
- 2 AI assistants — one for customers, one for Sanne
- 2 languages — Danish and English
Testimonial
"I'm a therapist and a teacher — not much of a tech person. Even so, I now have one place where my clinic, my school, my webshop and my whole Qi Gong journey live together — and it feels like me, not like a template. It means I can keep my hands on my clients and my teaching, while the digital side just looks after itself." 🌿
— Sanne Andersen, reflexologist & Qi Gong teacher, Aalborg
