Each mockup covers the same ten homepage sections with the same real content — real program prices, real coaching tiers, real blog titles pulled from the current site. They diverge entirely on aesthetic: type, palette, photography treatment, and how a product card wants to be read.
The goal is to see three different versions of you side by side, then commit to one. The winning direction gets extended to Shop and Product Detail in the next round. The other two get archived.
Plays your author credibility. Feels like a serious publication, not a gym site. Light surfaces, a distinctive display serif, programs presented like featured articles, blog posts that read as essays.
Technical document aesthetic. Spec sheets, measured gutters, no-bullshit. Dark surfaces, neo-grotesque paired with mono labels, product cards that read as programming sheets. For the reader who reads RPE charts for fun.
Closest to your current site's DNA — gritty, red, aggressive — but executed properly. Heavy wood-type slab display, full-bleed photography, a diagonal red structural motif that reinterprets what's already there. Honors what's working, fixes what isn't.