Clubs @ cult

Project timeline

1 week

my role

Branding, Strategy, Design

STRATEGY

JP Nagar

chapter

Club

CYCLING

PROBLEM STATEMENT

“What if our members could connect outside of the gym?”

We’d seen sparks of this community magic before. After classes, people lingered in the hallways. Trainers became more than instructors; they became anchors. So why not formalize it? Why not give these micro-communities a home?
Clubs lives at the intersection of movement, community, and culture.

It’s a social fitness movement.
Sometimes designers can be marketers, social media managers, video editors and everything it takes to take the prouct live.
There were two parts to this a touchpoint through the application and a channel to communicate with the members.

PRODUCT DISCOVERY

SOCIAL MEDIA PRESENCE

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SOLUTIONING

We called them Clubs: led by our most passionate Cult Champions, the members who already bring insane energy to every class. I sketched the flow on paper:

A landing page to discover clubs and show members the enormous volume of events taking place at their pincode.
A one-click join button.
WhatsApp groups as the backbone because that’s where real conversation happens.

clubs product page

There was just one problem: building anything new usually takes months. Roadmaps are packed. Tech teams are swamped. And community-led initiatives tend to be the first to get pushed down the queue.

With Lovable.dev, building didn’t feel like “building.” It felt like crafting.

Press enter or click to view image in full size

We customized every pixel: colors, typography, and little micro-animations.
The “Join Club” button didn’t lead to a cold signup form. It dropped you straight into WhatsApp, where your club leader was already waiting.
We didn’t touch a single engineering sprint. Not once.

Every day we’d push an update, test it live, and tweak the copy or flow within minutes. Compared to the usual weeks of back-and-forth with design tickets, it was almost unsettling how fast this moved.

RESULTS

The response was instant. Within days, 40,000 people had joined different sports Clubs.

Trainers were sharing photos from morning runs, strength crews were swapping PR videos, and nutrition clubs were organizing recipe swaps.

Clubs IG page

Clubs as a product relied on Cult members organically signing up and participating in events, community was at the heart of its success.

To nurture this, it was important to establish a dedicated social media presence for club members—a space that extended the experience beyond the product, enabling members to stay updated on events, interact with one another, and gradually build a shared identity around the club.

No prior branding experience no social media management skill no worries we solved it like we would solve any other problerm

Visual

Components