Our Journey

We exist to help you live a more fulfilled life.
Here's why.


Hey, I’m Luke, the founder of Journey. I like your curiosity — thanks for diving a little bit deeper to find out what Journey is all about. Here I can get real with you about what Journey means to me, and what I hope it will come to mean to you.

Life is a wonderful thing. Many of the best experiences I’ve had and most beautiful humans I’ve met have been from communities I’ve been a part of. Communities that share a common interest — whether that’s a hobby, sport, skill, career, or life event. It’s tough to replicate this kind of excitement, passion, support, and inspiration in your regular group of friends. But it’s not easy to find these groups of people, you’ve got to know someone or get lucky. I want Journey to make it easy.  So easy that if you decide to take on a new pursuit in seconds you will find yourself in a vibrant community full of inspiration, motivation, and support.

Journey's journey.

Early Ideation

The ideation process never ends, but is particularly difficult in the beginning. So many options. So many paths you can go down. Product people say “start with the problem”. I think this is too narrow — start with the change you want to effect in the world, then pick a big problem getting in the way. One that you’re passionate about solving.

  • Friends and family for the long conversations. Chris H, Ryan, my sis and her bf, Guy, and many more
  • Jake Knapp and his 3 Hour Brand Sprint gave a lot of clarity.
  • Evernote for quickly jotting down all the ideas that came into my head.
  • Here's mine.
  • Concepts.app for the creative freedom it allowed.
  • My previous journey at Pureprofile and all that went on it with me. What I learned there gave me the confidence to take this new journey on.

From Jake Knapp’s 3 Hour Brand Sprint

Working on the landing page in our old apartment in SoHo, NYC — December 2018

Validating the idea

Relativist.space whipped me up a landing page with a waiting list and survey. I bought $300 worth of ads across Facebook, Instagram, Snap, and Google. Average CPA < $1. Seeing the survey results come through with people telling me about the goals they wanted to achieve was a beautiful thing. Excitement was building rapidly.

  • Dasha and Relativist.space for the beautiful website.
  • Fiverr for creating the story and display ads.
  • Formsite for the waiting list survey.
  • Squarespace for allowing a punter like myself to iterate on Dasha’s beautiful work.

Taking the plunge

People say things like “you have to have a burning desire so deep there’s nothing else you want to do” . I don’t think this is true, especially at the outset while you are figuring things out. For me, the burning desire came later. It came with clarity of knowing not ‘what’ I was trying to do or ‘why’ I was trying to do it, but ‘how’ — it came once I had a plan. Taking the plunge came from feeling (relatively) safe to do so. The fuel came from the knowledge that this could be the one chance I get. And the push came from my wife. To this day she’s still Journey’s #1 fan and my supporter and confidant on this rollercoaster.

  • Mentors and friends — DcB, Joe, Kit, Tahls, Alex, Chris, and many more.

The first Guide I interviewed on Christmas Day, 2018 — my best mate, Eddie Lloyd

Just start

We were headed home to Sydney for Christmas 2018. I hadn’t started designing Journey yet, but I knew I wanted Guides in there to help people get started on a Journey…and I knew I should take advantage of my hometown network while I was there. I had no idea what I was doing, but I had a camera, a tripod, a mic, and a few wonderful people willing to put up with an amateur.

Terima kasih
  • All the Guides I’ve interviewed so far: Eddie, Marina, Paul, my sis, Joris, Kristina, Chi, Rachel, Will, Jason, Sat, Lewie, Tommie B.
  • My beautiful Fujifilm XE3 camera and cheap tripod and mic.
  • LumaTouch and My Passport Wireless Pro for allowing me to do the painful editing process from a cafe, with my pencil and iPad.
  • RobHK for teaching me how to use LumaTouch on YouTube.

Designing the user experience

From the humble beginnings on the right, I quickly migrated to the iPad and quite enjoyed this part of the process. I went deep on the apps with great UX that I could apply to Journey — Airbnb (Explore section) and Instagram (Feed) were the main two. Great artists steal, right?

Go raibh maith agat
  • Luke S for all your wireframing help. You are the better Luke.
  • Whimsical for easy user flow diagrams.
  • Adobe Comp and Marvel for making it easy for a punter like myself to put together the original Journey prototype, all on the iPad.
  • Banter Cafe in SoHo for putting up with me for hours at a time. I miss your faces.

Early UX with pencil and paper

Snow days and UI

Designing the user interface

As my dad always said, ‘bite off more than you can chew, and chew like mad!’. That’s exactly what I did with the UI — it was a painful process. A steep learning curve combined with work that never seemed to end. Until it finally did.


The build

I became obsessed with the Flutter framework, and spent 8 hours a day teaching myself to code. After a month I was good enough to realize I would never be good enough. I got help. I interviewed 20 developers and agencies — it’s difficult to overstate how lucky I was to find Mohan, Sugumar, Bhavani, and the rest of the Smarteer team. I’m so thankful. They are amazing developers and wonderful humans.


Journey’s first users

Test & iterate

The beta release coincided with a sailing course I took in the Costa Brava in Spain. I got the crew on Journey, it was an incredible feeling seeing it come to life. Little did I know how far we were from being able to push it to the public. The testing and iterating continued for months after I got home.

  • Arun, Alex, Aris, and Maisy for being Journey’s first users.
  • Everyone else that invested time to give their feedback. Paulie, Tom, Dennis, Rosh, Phil, Mietta, Elise, Luke C, Luke S, Alex, DcB, Alan, Jack, Nick and many more (apologies to the rest of you who aren’t springing to mind as I write this).

The finishing touches?

I knew from past experience that the last 10% is always the hardest. But I still underestimated how difficult this would be as solo founder. Copywriting is hard. So hard. You throw it in the bin, you pull it out of the bin. You chop and change, and second-guess. You love it, you hate it. I’ve got it! I don’t got it. Getting all the final bugs out takes time. It’s a game of wackamole. Getting notifications working. Analytics. Oh crap I’m still using the original landing page from before I even knew what Journey was…new website required. It goes on, and on, and on. When I launched in beta I started sending out a weekly email update to my network with progress. I’m up to week 19.

  • DcB, Camilla, Nikki, Katie, Nick for all your help editing copy.
  • Smarteer for persisting through the iterations that seemed to never end.
  • LJ from Customer.io for all your help getting notifications working.

Journey’s first users

Thunderbirds are go.

This turkey is cooked

The turkey is never cooked. But it won’t make people sick. And maybe, just maybe, it tastes good enough to go in for a second bite. Because if it can do that, we’ve got a shot at building a social network that pushes you toward the things that matter. Whatever they are to you. Where the currency is the work you put in — the cool shit you create and do and the support you give to others — not how you look in a bikini. That allows you to quickly find the things you want to do in life and build close, bonded communities around them. And that helps level the playing field by giving you the tools, knowledge, resources, and contacts to succeed, no matter what card you were dealt. How cool would that be?

With thanks,

There are so many. I’m going to miss some, I’m sorry.

DcB, Paul, and Joe for your mentorship and friendship over the last 12 years. Alex, Paulie, and Kit for motivating me.

Ryan for putting up with me.

Rosh, Phil, Mark J, Luke, Chi, Sat, Lewie, Curtis, Loucas, Tom, Dennis, Alan and everyone else that invested time along the way.  

Simon Sinek, James Clear, Nir Eyal, BJ Fogg, Indiehackers, Product Hunt, Jake Knapp, Tony Robbins, Tim Ferris, Reid Hoffman, Reed Hastings, Guy Raz, Rich Roll, Scott Galloway, Kara Swisher, Donald Miller.

Other platforms not yet mentioned that have helped along the way — Canva (design), Clerky (legal), Termly (legal), Lunchclub (networking), Gust and F6S (accelerators).

My co-founder, Alfie, who kept an extrovert sane for a year.

My wife, because she deserves a million thanks. This would have never happened without her.

Journey’s first users

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