- Agency: Goji Labs
- Client: Ten Tenths Motor Club
- Category: Website Design — Travel
- Location: Los Angeles, California
- Project Brief: Design a membership intake platform for a private automotive club that signals exclusivity, separates member applicants from event inquiries, and feeds structured data into Salesforce.
Exclusive clubs start judging fit at the application, so a travel website for a members-only club sets the tone before anyone reaches the gate. Goji Labs designed Ten Tenths Motor Club: Luxury Automotive Club Membership Platform around the pacing and restraint of a private club.
Ten Tenths Motor Club is a joint venture between Speedway Motorsports and Rick Hendrick. The club serves automotive enthusiasts, collectors, and manufacturers, and also hosts private events.
Before the redesign, a fragmented, transactional intake process treated every inquiry the same. Membership applicants and event planners landed in one system with no clear way to signal intent.
Staff then had to fill the gaps by hand. Incomplete submissions meant extra follow-ups, subjective judgment, and slower replies.
Goji Labs began with strategy work alongside the Ten Tenths team. Together, they defined what a strong intake signal looks like and how the flow could feel exclusive without extra friction.
The design direction drew from private clubs and luxury hospitality. Goji Labs studied how Soho House uses pacing, restraint, and clarity to signal exclusivity through design.
That direction became a build-ready design system. Real club photography and brand assets fill the screens, so prospects see the actual atmosphere of Ten Tenths.
Behind the scenes, each flow maps to Salesforce and internal workflows. Submissions arrive structured, validated, and tied to a persistent application record, which helps the team screen for cultural and experiential fit.
Results & Impact
Ten Tenths saw stronger applicants and less manual review soon after launch. Completed applications, submission depth, and the share of applications reaching review all improved.
- Higher applicant quality: Clearer intent signals help the team spot serious prospects early
- Less manual review: Structured, validated submissions cut follow-up work and response times
- Cleaner Salesforce data: Every flow feeds actionable records into internal workflows
- Follow-on events calendar: A member-facing calendar now centralizes upcoming club events
