When I joined Fueled (NY), this was the very first project assigned to me.
The client: Tony Robbins. The mission: designing a goal-tracking platform for his elite coaching clients — something powerful, intuitive and aligned with his brand vision.
But the reality I walked into was… underwhelming. The existing product looked like a generic calendar — something you’d expect from a dentist appointment app.
UX-wise, it was fine. Emotionally, it was dead.
There was no soul. No punch. No Tony.
It lacked motivation. Identity. Fire.
Just a few days after I joined, the CEO of Fueled, Justin Livesay, shared a Slack message with the team:
Just got out of a call with Tony. He’s extremely disappointed. After 6 months and a huge investment, he still doesn’t feel the product reflects him at all.
That was the moment.
Tony Robbins — one of the world’s most iconic performance coaches — didn’t feel inspired by his own product.
I knew exactly what needed to happen.