Dagestan and Chechnya
We built everything, from the brand to the film: the bilingual website, the online application, the back office, the emails and the Google ads.
MKR Caucasian Camp runs wrestling camps in Dagestan and MMA camps in Chechnya. Since April 2026 we have built everything: the brand, the bilingual website, the application, the back office, the emails, the film and the Google ads. In a manual check on 29 September 2026, the site ranked first for “camp lutte daghestan”.
Case study by David Khazaei, Founder of DKDP·Published on
MKR Caucasian Camp takes wrestlers and MMA fighters to train in the gyms of the Caucasus, in Dagestan and Chechnya. Its founder, Ruslan Mukhtarov, is Chechen, born in Dagestan, and a former member of the French Olympic wrestling team who trained at INSEP from 2012 to 2016: he opens doors that few foreigners get through.
At the start, the project had no brand, no website and no way to apply. We had to reassure people about a destination that worries them, explain the visa and transfer logistics, speak to French and English speakers alike, then turn curiosity into applications, without ever promising more than the camp delivers.
Everything starts with the brand. The M of MKR draws a ridge of peaks, and the guidelines, named “Mineral Brutalism”, set the black of rock, the orange of sunlight on a summit and a red kept for actions. The Next.js 16 website follows from it, in French and English, with one page per discipline, per destination and per camp format, sessions that are calculated and renew themselves, and an application that adapts its questions to the chosen format.
Behind it, a custom back office follows every file from the selection video call to departure: next step, PDF contract, payment, reminders and the applicant’s WhatsApp within reach. Emails go out from the camp’s own domain, Google Ads tracking follows each lead all the way to the application, and the presentation film, whose script and editor brief we wrote, opens the home page.
The whole home page as it appears on a computer: hover over the window to scroll through it.The whole home page as it appears on a computer: it scrolls by itself once on screen.
What happens to someone who discovers the camp, all the way to their departure.
Ad or Google search
the campaign stays recorded on the application
Website in French or English
disciplines, destinations, sessions and prices
Five-step application
questions adapted to the chosen format
Selection video call
slot booked online with the founder
Contract and bank transfer
PDF contract generated from the back office
Departure to the Caucasus
reminders, pre-departure email, WhatsApp
Payment is made by bank transfer: it is recorded in the back office, which then moves the file to “Paid”.
Seven screens from the French version of the site, each with its English twin, in the order an athlete meets them: arriving, watching the film, choosing a format, applying, talking to the founder, understanding where they are going. The last one belongs to the founder, who follows every file from his back office.
The first screen states the promise in three lines, “Train among champions”, over a background video. On the right, a card cycles through the next sessions with their remaining places and starting price. Only two buttons compete for attention: apply, or watch the film.
The presentation film takes the second section of the home page. Started from the first screen, it scrolls the page down to itself, then the room goes dark around the screen during playback. On a phone, a vertical version takes over with its own subtitles, a sound button and a full-screen button.
Before asking anything, the application page asks for a format: the official sessions, a custom camp, the family camp or a club. Each card says who it is for, which dates and from how many people, then the form that follows adapts to the chosen format.
The application moves through five steps: the camp, identity, experience, health, then confirmation. From the first choice, a summary shows the discipline, the session, the duration and the estimated total, recalculated on every click. Once the application is sent, the confirmation email goes out at once: it invites the applicant to book the selection call and gives the founder’s WhatsApp.
A camp in the Caucasus raises questions a form cannot settle. The WhatsApp bubble therefore opens a panel with Ruslan Mukhtarov’s photo and a welcome message; on a computer, a QR code lets the visitor carry on the conversation on their phone. The same WhatsApp button comes back in the emails sent to applicants.
Going to Dagestan or Chechnya worries people, and the answer does not fit in a slogan. Each destination therefore has its own page, with facts, partner gyms and access via Istanbul, while a logistics page details the visa, the transfers and the total budget. The blog adds guides, including one on safety, updated for 2026.
The founder does not have to look for his files: the back-office home sorts them by action, whether a call to decide on, a payment expected or a contract to send, with today’s calls and the next departure alongside. Each file then shows the next step and its buttons, keyboard shortcuts and the applicant’s WhatsApp. The screenshots come from the fictitious data set used to test the tool.
Recorded on the live site, without editing.
On the application page, the visitor picks the official sessions, then the winter 2027 session, wrestling in Dagestan and two weeks. The summary immediately shows the camp, the session, the duration and the estimated total. At the Identity step, the dialling code of the browser’s country is already suggested, here Switzerland, and the visitor types a fictitious first name, last name and email address. The video stops before submission.
From the first screen, a click on “Voir la vidéo de présentation” (watch the presentation video) scrolls the page to the film section, which starts at once while everything around the screen dims. For this silent recording, the film picks up at the founder’s introduction: the logo over a village in Dagestan, then Ruslan Mukhtarov introducing himself, Chechen, born in Dagestan and a former member of the French wrestling team.
The first screen cycles through the next sessions and their remaining places, over a background video. Scrolling down, you pass the film section, the six services included on site, then the five-step path from application to immersion, up to the choice of format. A drawn mountain range makes the transition from one section to the next.
An identity created from scratch and named “Mineral Brutalism”: the black of rock dominates, the orange of sunlight hitting a summit signs the brand, and red is only used for action. The M of MKR draws a ridge of peaks, from red to orange, that comes back everywhere, from the website to the back office.
“Forged in the Caucasus.”
Train where champions are born
Teko · headings, always in capitals
Wrestling camps in Dagestan and MMA camps in Chechnya, from one to three weeks.
Barlow · body text
Session · Winter 2027 · 15 places
Barlow Condensed · labels and metadata
Sharp corners
On the site, buttons, cards, fields and panels keep square corners: every component should look machined from steel.
Orange signs, red cuts
Orange carries the identity: labels, glows, key figures. Red is only used for decisive actions, such as applying, because if everything is red, nothing is urgent any more.
Tones, not lines
Sections stand apart through shifts of black, like layers of rock, rather than drawn borders.
A ridge between two sections
A drawn mountain range makes the transition from one section to the next: scrolling down the page feels like crossing mountain passes.
Headings that hit
Teko, condensed and angular, is always set in capitals, with a single word in orange when it needs weight: “among CHAMPIONS”.
One world, from the site to the tools
The emails, the partner-gym poster, the video covers and the back office share the black, the orange and the same hierarchy.
An identity does not live on a website alone. Here are the pieces delivered around it: print for partner gyms, the Instagram launch, the covers of the documentary teaser, the email every applicant receives and the founder’s tool.
PrintOpen full size
VideoOpen full size
Social mediaOpen full size
VideoOpen full size
Internal toolOpen full sizeTwo languages, one architecture: every page exists in French and English, with its own address, hreflang tags and structured data. Generative engines also get an llms.txt file in each of the two languages.
MKR Caucasian Camphttps://mkrcamp.comMMA Camp Chechnya and Wrestling Camp Dagestan | MKR Caucasian
Train where champions are born. Wrestling in Dagestan, MMA in Chechnya. 1 to 3 weeks in the Caucasus, 4 sessions per year, visa and housing included.
The query first, the brand at the end of the title, and the core of the offer in the snippet: both disciplines, the duration, the session rhythm and what is included.
Generated from the same data as the pages: sessions, prices and contact details live in a single place in the code.
One llms.txt per language
llms.txt and llms-en.txt describe the camp, its two destinations, the entry rule, the sessions and the price list. They change on the day the offer changes, just like the site and the ads.
Facts rather than superlatives
The destination pages line up verifiable facts, Olympic medals from the region, partner gyms, access via Istanbul, rather than promises: a generative engine picks up a fact, rarely an adjective.
The founder, described the same way everywhere
Chechen, born in Dagestan, a former member of the French Olympic wrestling team: the same description comes back in the Person JSON-LD, the About page, the FAQ and the llms.txt, so that engines connect the founder to the camp.
Each figure shows where it comes from and when it was measured.
Google, “camp mma tchétchénie”
1st
and also 2nd, 3rd and 5th: four of the first five results are pages of the site
Manual check of the google.ch results page, from Geneva, retrieved on 29.09.2026 · single check
with the destination page, and 3rd with the home page
Manual check of the google.ch results page, from Geneva, retrieved on 29.09.2026 · single check
with the English version of the site
Manual check of the google.ch results page in English, from Geneva, retrieved on 29.09.2026 · single check
36 pages in French and their 36 English versions, listed in the sitemap
mkrcamp.com sitemap (sitemap.xml), retrieved on 29.09.2026 · single check
What this project taught us, and what we now apply to the next ones.
Rebuilding the site every hour, just to switch four sessions a year, rewrote every page continuously and became the largest item on the hosting bill. Since 23 September 2026 the site has been static, and a scheduled task only rebuilds it on the day a session changes.
A single word can hold a campaign back: the first ads promised to take care of the visa, and Google restricted them under its policy on official documents. We rewrote them without that word, and we now review every ad with that policy in mind.
The server functions were running in Washington by default, while the database is in Frankfurt. By moving them closer on 31 July 2026, we brought a back-office page down from 205 to 118 milliseconds.
In our tests, a transactional email illustrated with a large photo landed in spam at Infomaniak, while the lighter version reached the Gmail inbox. The camp’s emails therefore stay plain, with a single green WhatsApp button.
Because participants come from France, Switzerland and Belgium as much as from the United Kingdom or North America. Every page exists in both languages with its own address, and the application, the emails and the back office follow the applicant’s language.
Four season templates calculate the dates. A session leaves the application form on its start date, the same season of the following year replaces it, and a scheduled task rebuilds the site that day, with no manual entry and no redeployment.
The applicant receives an email inviting them to book their selection video call, with the founder’s WhatsApp. On his side, the founder receives the application with the chosen session in the subject line, then the back office files it in the right queue: call to hold, file to decide, contract to send or payment expected.
Yes. The brand, the website, the application and the tracking tool can be designed together for a club, a training course, a trip or a sports event: we start from your real application process, then build what is missing.
15 minutes, free of charge, and we tell you honestly whether we can help, and how.
No commitment · Reply within 24h · Eaux-Vives, Geneva or by video call
