A Luxury Automotive Club Membership Platform.
Ten Tenths Motor Club is a joint venture between Speedway Motorsports and Rick Hendrick, bringing together deep motorsports heritage, automotive culture, and business leadership to create a private destination for automotive enthusiasts, collectors, and manufacturers. Designed as a curated membership ecosystem and high-touch event venue, Ten Tenths serves a selective audience where brand perception, cultural alignment, and experience quality are as important as operational execution.
The Challenge
Ten Tenths Motor Club faced a challenge that went beyond improving forms or managing inbound leads. As an exclusive automotive club built on prestige and community, the way prospective members entered the ecosystem no longer reflected the brand’s promise. Applications were flowing through a fragmented, transactional intake process that treated all interest the same, making it difficult to distinguish true enthusiasts from casual inquiries. What should have felt like the beginning of a private, aspirational journey instead felt generic, subtly eroding the perception of exclusivity that defines a modern luxury club.
At the same time, Ten Tenths needed to support two distinct audiences through the same digital experience. Individual membership applicants and organizations inquiring about hosting private events were funneled into an intake system that lacked clarity and intent signaling. Internal teams were forced to manually interpret incomplete submissions, follow up for missing context, and apply subjective judgment after the fact. This slowed response times, increased internal workload, and introduced inconsistency into how prospects were evaluated.
Ten Tenths chose Goji Labs because the problem was not simply operational. They needed an intake experience that elevated the brand from the first interaction, filtered for cultural and experiential alignment, and supported thoughtful, high-touch decision-making without sacrificing discretion or scalability.
Our Process
We began with strategy and alignment, working closely with the Ten Tenths team to separate surface-level UX symptoms from the underlying business problems. Together, we defined what a high-quality intake signal looked like, how data should support internal decision-making, and how the experience should communicate exclusivity without relying on overt marketing or unnecessary friction.
From there, we explored multiple UI and experience directions grounded in the world of private clubs and luxury hospitality. We studied how brands such as Soho House use pacing, restraint, and clarity to signal exclusivity through design. These explorations helped establish a visual and experiential direction that felt appropriate for a members-only automotive club rather than a traditional application funnel.
Once aligned, we translated the strategy into detailed designs and a build-ready system. We collaborated with the Ten Tenths team to gather photography, brand assets, and experiential content that reflected the real atmosphere of the club. At the same time, we ensured each flow mapped cleanly to Salesforce and internal workflows, structuring submissions, validating inputs, and reducing manual interpretation. The result balanced aspiration with operational clarity, supporting both brand perception and internal efficiency.
The Impact
Following launch, Ten Tenths Motor Club saw immediate improvements in both applicant quality and internal operations. The structured, intentional intake experience now captures stronger signals earlier in the process, allowing teams to more confidently identify serious prospective members. Metrics such as completed application rate, depth of submitted information, and percentage of applications advancing to review improved, reducing time spent on follow-up and manual qualification.
Internally, the platform increased efficiency and visibility across membership and business inquiries. Submissions are now structured, validated, and tied to persistent application records, making it easier to track context, follow-ups, and decisions. This reduced internal back-and-forth and shortened response times without increasing operational overhead.
As engagement grew, a new need emerged around visibility into club activity. In response, we designed and implemented a member-facing calendar that centralizes upcoming events and experiences. This addition improved event awareness, supported planning, and created another touchpoint for ongoing member engagement.
- Improved applicant quality and clearer intent signals
- Reduced manual review and follow-up effort for internal teams
- Cleaner, more actionable Salesforce data and workflows
- Increased visibility and coordination of member events
Project Review
Ten Tenths Motor Club Team
“Goji Labs understood that this wasn’t just a web project. They helped us design an experience that reflects who Ten Tenths is from the very first interaction, while also making our internal processes cleaner and more efficient.”
