Redesign · Conversion Architecture · Audience Segmentation
propellerai.io · Growth & Automation Studio for Health, Fitness & Wellness
Coya is one of the most credible propositions in health performance coaching. Since 2022, they have worked with the University of Miami Football Program, Nike, Morgan Stanley, Uber, Michigan State, and a growing roster of first responders, executives, and collegiate athletes — helping each of them build lifelong performance habits through wearable biometric data and elite human coaching.
The Coya Method is scientifically grounded, the coaches are exceptionally credentialed, and the results are measurable — +67 minutes of sleep per night, +28% capacity to handle stress, 20% HRV increase across a D1 football programme.
The gap is not in what Coya has built. It is between what they have built and what their website communicates. That is the opportunity.
The product is genuinely impressive.
The website is not — yet.
minutes more sleep per night — Coya client average
HRV increase — University of Miami Football Programme
audience segments addressed by the current homepage — despite serving 6 distinct buyer types
The current coya.life homepage does not reflect the sophistication of the platform, the strength of the proof points, or the calibre of the organisations Coya partners with. Eight specific gaps are costing them trust, leads, and revenue every day.
Nike, Morgan Stanley, Uber, University of Miami — Coya's most powerful credibility signals sit halfway down the homepage. A corporate buyer or athletic director lands and sees nothing to anchor trust before they bounce.
Coya serves D1 athletic programmes, corporate executives, fitness clubs, first responders, women's health, and companies. The current site speaks to all of them identically — which means it speaks to none of them specifically.
The sole CTA on the current site asks for immediate commitment — before the visitor has been given enough context, proof, or understanding to feel ready. One path means one chance, and most visitors aren't ready for that ask.
There is no section that names the problem Coya solves. A wearable alone is not enough. Data without context is noise. Generic advice doesn't fit your biology. These are powerful truths — and they're invisible on the current site.
The University of Miami Football Program result is Coya's single strongest proof point for B2B buyers. It currently lives as a line of body copy. It deserves its own dedicated, full-impact moment.
Samantha Harris. Andrew Goodrich. Tom Arnett. These people have names, titles, and stories that sell. Displayed as a carousel, they're easy to skip. Structured as a proof section, they close the deal.
Companies, fitness clubs, and athletic programmes operate on a completely different buying journey — one that starts with ROI, not personal habits. The current site offers no separate path, no ROI framing, and no enterprise language.
The Coya app is a core differentiator — real-time coaching, habit tracking, 100+ science-based videos. The current site shows it briefly. It is never given the moment it deserves.
| Area | Current Site | Proposed Redesign |
|---|---|---|
| Hero | Generic "Performance for Life" tagline, no credibility signal | Full-viewport hero with trust bar — Nike, Morgan Stanley, Uber above the fold |
| Trust Signals | Partner logos buried mid-page, low contrast | Scrolling logo wall immediately below hero — credibility before the scroll |
| Problem Framing | Never named | Dedicated section — "Tracking is not transformation" — 3-card problem architecture |
| Audience Paths | All visitors land on identical experience | 6 audience cards with distinct pain points and direct routing |
| Case Study | Mentioned in body copy | Dedicated full-width case study callout — 20% HRV, University of Miami |
| Testimonials | Carousel — easy to skip | 3+6 grid — real photos, real quotes, structured for maximum impact |
| B2B Journey | No enterprise framing | Segmented cards for Companies, Fitness Clubs, Athletic Teams — ROI language, direct paths |
| The Coya App | Briefly shown | Dedicated app section — 3 phone mockups, feature bullets, real screens |
The strongest signals Coya has — Nike, Morgan Stanley, the University of Miami result — are placed where they can do the most work. Above the fold. Before the scroll. Before the ask.
Every section answers one question: what does this visitor need to see, feel, or know to take the next step? The answer is built into the layout — not left to chance.
Six different buyers have six different questions. The redesign routes each of them to a path that speaks their language — athletic director, HR director, or individual performer.
Testimonials, case studies, and data points are not decorative. They are the architecture. Every section that builds trust is also a section that converts.
Nike. Morgan Stanley. Uber. Michigan State. University of Miami. First Responders. Placed immediately below the hero — the first thing a visitor sees after the headline. Credibility before commitment.
The internal sell becomes effortless.
Three cards that name the exact pain a wearable user feels before finding Coya: a device alone isn't enough, data without context is noise, generic advice doesn't fit your biology. Then: 'That's why Coya exists.'
The visitor feels understood before they're asked to act.
Athletes. Executives. Companies. Fitness Clubs. Women's Health. First Responders. Each with a distinct one-line pain point and a direct link to their dedicated page. The B2B buyer and the individual performer are no longer reading the same sentence.
Segmentation that converts at every level.
A 20% HRV increase across an entire D1 football programme is not a line of body copy. It is a full-width case study card with the campus photo, the result, the context, and a direct link. The single strongest B2B proof point now stops people mid-scroll.
The number that closes the institutional sale.
Andrew Goodrich. Samantha Harris. Tom Arnett. Jordann Reese. Rodger Price. Daniel Fuller. John Brody. Sophie Vanden Bosch. Brian Pyle. Real photos. Real quotes. Real names and titles. Displayed in a 3+6 grid — no carousel, nothing hidden, nothing skippable.
Proof you can't dismiss.
Five coaches. Real headshots. Full credential strings. Sam Zanders Jr. Nicholas Wooters. Kyle Gonzalez. Kaelene Curry. Dayna McCutchin. The human expertise behind the method — made visible and prominent.
The team that earns the trust.
Nutrition. Exercise. Hydration. Sleep. Self Care. Immune Function. Environment. Mindset. Presented as a numbered framework with the Coya app alongside — this is proprietary IP, now positioned as such.
The method that no competitor can replicate.
Sleep coaching. Content library. Breathwork. Three real app screens displayed at full scale with feature bullets alongside. The app moves from a footnote to a feature — from invisible to essential.
The daily touchpoint that turns a client into a habit.
Firefighter. Athlete. Executive. Each benefit brought to life with real Coya photography and floating app data UI — circular cutout, biometric overlay. A layout that feels as premium as the coaching price point demands.
Design that matches the product.
Three articles. Real titles. Category tags. 'Read article →' links. The blog becomes a credibility signal — positioning Coya as the definitive authority in performance coaching, not just a service provider.
The content that finds new clients on Google.
The redesigned Coya website is live. Walk through every section — the hero, the problem framing, the audience segmentation, the case study, the coaches, the testimonials, the app. This is not a mockup. This is a working demonstration of what Coya's digital presence could be.
Built by Propeller AI · Delivered in days · Yours to launch
Propeller AI does not work with restaurants, law firms, or generalist brands. The wellness, fitness, and health space is the only space we operate in — which means every design decision, every copy choice, and every conversion mechanism is informed by how this specific audience behaves and buys.
Every section of the Coya redesign was built with one question in mind: what does an athletic director, HR leader, or high-performer need to see, feel, and know to take the next step? Beautiful is not enough. Every element earns its place.
The problem section. The audience cards. The case study callout. The testimonial grid. None of these are afterthoughts. They are engineered from the first section to the last to close the gap between a Coya visitor and a Coya client.
Design, copy strategy, development, and systems — delivered as one coherent package. One point of contact. One clear deliverable. Timelines always honoured.
Investment is scoped to the project and presented in full before any discovery call. No surprises. No hidden fees.
Investment reflects a homepage redesign with full conversion architecture. Contact us for multi-page builds, additional automation, or bespoke scope.
The thinking is done. The architecture is defined. The improvements are mapped. The build is ready to begin.
Open the live redesign and walk through every section. This is a working demonstration — not a mockup.
30 minutes to walk through the proposal together, answer every question, and agree on scope and timeline. No commitment required.
Once scope is confirmed, work begins inside 48 hours. The complete site is delivered within 3–4 weeks.
Your coaching is elite.
Your digital presence should be too.