Skills. IQ. Mental edge. Earned.

Overview

AO Hoops is an elite basketball training program in Utah built around a simple philosophy: skills, basketball IQ, and mental edge — trained together, every session. Earned not given. They needed a site that communicated that standard without compromise.

The Challenge

Most youth sports training sites look the same — stock photography, generic copy, a schedule page. AO Hoops is not a generic program. The brand needed to signal selectivity, discipline, and a higher standard from the first second a prospect lands on the page.

What We Built

We built the brand identity and the full site from scratch. Dark, spare, and direct — no filler, no fluff. The copy sets the tone immediately: this isn't a camp. It's a system.

• Custom Next.js site with a dark, disciplined aesthetic — black background, tight typography, no distractions
• Application-based membership flow that gates the program and signals exclusivity
• Program structure pages laying out The Toolkit methodology across skills, IQ, and mental edge tracks
• Pricing and How We Train sections designed to pre-qualify serious athletes and parents
• Blog for training content that builds authority and organic search presence

Results

• Application flow live with structured intake across age groups
• Site Lighthouse score: 94
• Program pages clearly communicate the AO Hoops standard and reduce sales friction
• Distinct visual identity separates the brand from every generic training site in the Utah market