The Hooker Lab
A specialist coaching platform built to elevate the next generation of rugby hookers.
The Hooker Lab is a specialist rugby coaching brand founded by professional rugby player Kurt Eklund, offering position-specific coaching for players, schools, clubs, and provincial unions across New Zealand. I designed and developed a high-performance, brand-focused website that positions The Hooker Lab as a professional coaching institution rather than just an individual coaching portfolio. The platform communicates the brand's expertise, showcases its coaching philosophy, and provides a streamlined enquiry experience tailored to different audiences.
The challenge was to establish a strong and credible digital identity for a highly specialized rugby coaching business. The website needed to communicate professional authority, appeal to multiple audiences, and make it easy for potential clients to discover relevant coaching programs and submit enquiries. Another key challenge was creating an intuitive enquiry experience that adapts to different visitor types without overwhelming users with unnecessary forms or steps.
I developed a custom, responsive website with a bold visual identity inspired by the brand's black, white, and red color palette. The design combines strong typography, impactful photography, subtle animations, and a structured content experience to establish credibility. I also built an interactive workshop selection experience and a dynamic enquiry system that adapts its fields based on visitor requirements. Selected workshop preferences are passed through URL parameters and automatically populated in the contact form, creating a seamless journey from discovery to enquiry.
