Reps

The problem

CJ Wilcox knew exactly how young athletes should train. He needed a product credible enough for parents and coaches to pay for and compelling enough that a 13-year-old would still open it on day 40.

Those two audiences want opposite things. Parents want structure, safety, and proof of progress. Kids want competition, momentum, and their friends. Most training apps pick one and lose the other.

The decisions

The athlete experience is built for independent use: guided workouts with fast comprehension, minimal reading, and immediate feedback. The parent layer handles onboarding, subscriptions, and progress visibility without leaking into the kid’s experience.

We designed retention around whether an athlete came back the next day. Challenges, active-day streaks, leaderboards, and groups turn training into a standing rivalry that gives athletes a reason to return.

An NBA player’s name opens the door, but parents still have to trust the product. The brand, training-program architecture, and App Store presence use the language and structure of a serious development program.

What shipped

The full product surface: brand identity, mobile app (training, challenges, leaderboards, groups), onboarding and parent flows, subscriptions, website, App Store assets, plus front-end implementation and launch support.

Where it stands

In closed development, launching 2026. Ongoing partnership with an equity stake: my co-founder runs day-to-day operations while I own product and design.