Body Rocket built the world's first system to measure aerodynamic drag in real time, on the bike, outside a wind tunnel. Olympic and World Champions Kristian Blummenfelt and Gustav Iden were training on it. Former Hour Record holder Alex Dowsett was using it. Silverstone's Sports Engineering Hub had partnered with them. The engineering was never the problem.
The website was. Built in-house on Wix, it opened by announcing that the company was revolutionising cycling performance - a sentence about the company, not about the rider reading it. The single fact that justifies the entire product, that 80% of aerodynamic drag comes from your body rather than your bike, sat most of the way down the page.
The product range wasn't shown. The prices weren't shown. There was no way to buy anything and no route for investors. The only action available to a visitor was joining a mailing list.
The company was weeks from asking strangers on a public platform to commit thousands of pounds to hardware that didn't exist yet. In the period before the rebuild, the site had produced £5,000 in revenue and four warm leads.
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The site had one voice and three audiences.
A triathlete wants to know how much faster they'll go. A coach or bike fitter wants to know whether it scales across a roster and whether the data holds up under scrutiny. An investor wants to know whether this is a category-defining company. Three different arguments - and a single page written for all of them serves none of them.
Underneath that sat a pricing problem the design itself was creating. At £3,000 and up, a website that looks like a prototype doesn't just fail to sell. It contradicts the price. The product was premium. The presentation wasn't. Every visitor was resolving that contradiction against the brand.
Discovery defined three customer archetypes explicitly - B2C athletes, B2B coaches and teams, and investors - each with their own needs, their own objections, and their own route through the site.
The work wasn't to make the site look better. It was to decide what the brand said, to whom, and in what order.
The outcome moved to the front. The new site opens on live numbers a rider actually cares about: watts saved, time saved over 40km, time saved over an Ironman. The engineering story still exists — it just arrives after the visitor already wants the result.
The product became visible. Four systems, four prices, on the homepage. Hiding a £3,000 price doesn't remove the objection, it postpones it until after the visitor has gone. Showing it signals a product confident in its own value.
The product was shown in motion. A video hero rather than static explanation, because the value of a device measuring drag in real time is close to impossible to convey in a still image.
Three audiences, three paths. Investors got a dedicated landing page fed by its own email list, so the investment case could be made properly without diluting the consumer story.
Credibility built into the structure. Athlete and coach testimonials, press coverage, partner logos, and a three-step install sequence placed at the points in the journey where hesitation actually happens.
A human added to the purchase. At this price the site's job often isn't to close — it's to start a conversation. A "talk to an advisor" route wired directly into the sales team's calendar became a first-class action rather than a buried contact form.
Then commerce. A second phase introduced Stripe checkout, structured product pages, and a bike fitter tool answering the question that blocks every professional buyer: does this fit the bikes I work on. Built on a CMS the team could run themselves.
The Kickstarter closed at 191% of target — £42,013 against a £22,000 goal — from 23 backers. An average commitment of over £1,800 each, on hardware that didn't exist yet.
One in seven visitors now joins the mailing list. For most direct-to-consumer sites that figure sits between one and three in a hundred.
And the calls tell the clearest story. Before the rebuild, four warm leads arrived by email. After it, fourteen calls were booked directly through the site — because booking one had been designed in as a deliberate route rather than left to chance.
Revenue quadrupled against the pre-rebuild period.
The campaign gave Body Rocket validated pre-orders, a public proof point, and the momentum to keep raising and keep building. The site stopped being something people looked at and became the mechanism that opened conversations, took commitments, and turned attention into a funded launch.
"Before the rebuild our website had brought in about £5,000 and four warm leads. We were weeks away from asking strangers to commit thousands of pounds to hardware that didn't exist yet, and the site was explaining our engineering instead of selling the outcome.
Avalon rebuilt the whole journey around what the rider actually gets. We closed the Kickstarter at £42,013 against a £22,000 goal in 35 days. Revenue quadrupled, calls booked through the site went from four to fourteen, and one in seven visitors now joins our mailing list.
He wasn't taking a brief. He was telling us what the site needed to do and why."
Director & Many Creative Hats
Whether you have a clear brief, a loose idea, or just a sense that something isn’t quite clicking, it starts with a conversation.
A focused 30-minute call to understand your product, your goals, and your customers. From there, we shape the positioning, clarify the journey, and design an experience built to convert.
No pitch deck. No pressure. Just clear thinking, a defined outcome, and a path forward that makes sense for your business.
