Two ways to build the same fitness app.

A: AI-first. No tabs, no dashboards. The app is one conversation with a coach that already knows you slept six hours and squatted heavy on Tuesday. You log sets by talking. The plan rewrites itself mid-workout.

B: The modern standard. Home, today's workout, set-by-set logging, class booking, progress. Everything a member expects, done properly.

Same brand, same components, same build quality. The only real difference is how much you're asking the user to unlearn.

Most gyms should ship B. A few should bet on A.

Which one would you open tomorrow morning?

Going with A here, the idea of the plan rewriting itself mid-workout instead of you scrolling a dashboard feels like where fitness apps eventually land. Would you actually ship the AI-first version to real users right now, or is it more of a thought experiment at this stage?

Day 12/30 of my hero section challenge.

Another day of prioritising the visuals and imagining a company that doesn't exist. I promise the next one is a tech brief with barely any imagery at all, I've leaned hard on beautiful photography for twelve days straight.

Concept: a mycelium materials company producing leather, packaging and foam grown from fungal networks. The design deliberately inverts the category's defaults; biotech branding tends toward dark, clinical and electric blue, so this one goes warm and botanical, with a subtle looping video of spores drifting and mushrooms emerging. The copy pulls hard the other way: plain, technical, B2B-direct, anchored by two concrete numbers instead of sustainability adjectives.

Twelve briefs across travel, food retail, personal branding, events, landscape architecture, pet services, hospitality, coffee, lighting, wellness, restaurants and now biomaterials.

12 down, 18 to go.

Built on the Viper template by Westhill Studio, adapted and customised by me.

Imagery and video generated with AI.