Luma Lab Fit

Lucy and Maya both have full-time jobs. They teach Pilates and yoga on the side.

Luma Lab was the idea of turning that into something of their own. An at-home studio, with classes people could take on their own schedule. They were starting from scratch.

They looked at drag-and-drop builders first. The more they pictured it, the clearer it got that a template wouldn't carry the brand they wanted.

Nothing to sell yet.

Luma Lab was early. The class library was half-built and the product wasn't ready to buy. What they needed first was an audience, which meant the site had exactly one job: turn a visitor into a signup.

That's a harder problem than showing off something finished. There was nothing to look at. The site had to be convincing enough that someone would hand over their email for a thing that didn't exist yet.

Everything points at one button.

I built the site around the waitlist. Founding member pricing gave people a real reason to sign up early, and every screen moves toward that one action.

Because they were starting from scratch, the work went well past design. I helped them pick a domain, worked out which integrations they actually needed, and ran the project. When you're building a business for the first time the technical decisions pile up fast, and most of them arrive before you know enough to choose.