Community & productby design with AI
Wonder & Wander Γ The Flights Club. A 120-day embedded advisory engagement that took a business at an inflection point and built the infrastructure, community, and AI capability to match its ambition.
- Strategy
- Digital
- Community
- AI Capability
- Events
Engagement details
- Client
- The Flights Club (iFlyFlat)
- Contact
- Steve Hui & Stephen Pirie-Nally
- Advisor
- Sarah Pirie-Nally β CDO/CTO Advisory, Wonder & Wander
- Duration
- Feb 4 β Jun 2026 Β· 120 days
- Scope
- Strategy Β· Digital Β· Community Β· AI Capability Β· Events
- Deliverables shipped
- 16+
- Exec time protected
- 104hrs
- Month 1 ROI
- 5.2Γ
- Value created
- 52K+
- Roadshow audience
- 218
- Days embedded
- 120
What we were hired to do β and why it mattered
The Flights Club (iFlyFlat) was at an inflection point. The Explore Membership launch was imminent, but the infrastructure to support it simply didn't exist. Steve Hui and the team needed a strategic advisor who could move fast, think systemically, and build alongside them.
What began as a 90-day engagement expanded to 120 days as scope grew β a testament to the trust built and the work that kept revealing itself. When the much-loved Marketing Director departed mid-engagement, Sarah absorbed the MC and events role without hesitation, showing up unscripted across three cities.
The challenges
- Explore Membership launch imminent β no infrastructure in place
- WordPress couldn't scale β a full tech pivot was required
- No community platform for 6,000+ members
- Much-loved Marketing Director's departure left a critical events and comms gap
- Team needed real AI workflows, not just tools
- Flights Club Travel needed to be built from zero
- House of Points brand needed to find its identity
From WordPress & traditional agencies to fully AI-powered build
Before
- WordPress
- Slow, expensive, dev-dependent with no agility
- Traditional agencies
- Weeks per change, strategy siloed from build
- High contractor costs
- For every update β no autonomy
- No AI layer
- Fully manual workflows across the board
- iflyflat.com.au
- Struggling to convert visitors to members
After β AI-powered stack
- Manus AI
- Full site rebuilt from scratch, AI-native architecture
- Claude Code
- Steve Hui as lead designer β a genuine founder superpower
- Netlify
- Deploy in minutes, rollback anytime, full autonomy
- Both sites live
- iflyflat.com.au + flightsclubtravel.com.au rebuilt & deployed
- Stephen
- Designing House of Points + Travel β quietly brilliant
βWe're working with Sarah Pirie-Nally, AI coach, to advance how we use AI across the business β in a structured, professional way that genuinely improves our service to clients, not just for the sake of it.β
βClaude Code is a big brain learning exercise β AI levelled up our biz by 5x.β
What Sarah built directly β and what she enabled the team to own
Sarah built
- 120-day strategy, roadmap & investment proposal
- Customer & stakeholder journey maps across all tiers
- Circle platform β all 12 spaces, 3 tiers, 10-email onboarding sequence
- 3 Γ Explore launch EDMs β designed & delivered
- Flights Club Travel β CDO audit, DNS, go-live
- Nexus DMC SLA & MOU negotiations
- Facilitated the February team day after the roadshow
- MC'd all 3 roadshow cities (absorbed when Marketing Director departed)
- Agentic AI guardrails & second brain framework started
Sarah enabled
- Steve Hui stepping into lead designer β a genuine founder superpower
- Steve onboarding Jon and setting him up for success
- Stephen designing House of Points & Flights Club Travel
- Lachlan owning HubSpot CRM tracking independently
- Steve building in Claude Code at 2am β by choice
- Bernard driving stakeholder reporting & onboarding
- Jon and Deena contributing confidently from day one
- The whole team starting to think in AI workflows
- A culture of agentic AI exploration β the team's next frontier
Feb 4 β Mar 6, 2026
16 deliverables shipped Β· 104 hrs exec time protected Β· 5.2Γ ROI in the first month alone. This was the foundation everything else was built on.
Strategy & foundations
- 120-day project plan & investment proposal
- Full launch roadmap (Explore + Circle + Travel)
- Meta CJM β 3 tiers Γ 5 stages
- Design principles (Do This, Not That)
- Team day facilitation post-roadshow
Digital infrastructure
- Flights Club Travel β built & live 18 May
- Explore Membership landing page
- HubSpot CRM β pipeline architecture
- V2 pipeline framework (240-deal)
- Website architecture audit & SOP
Community (Circle)
- Circle master checklist (6-phase build)
- All 12 space descriptions β paste-ready
- 10-email Explore onboarding sequence
- Tiered access β Explore / Platinum / Black
- Blueprint to 1M Points β live in Circle
Events, people & AI
- MC'd Melbourne, Sydney & Brisbane roadshows
- Brought Deena into the fold
- Agentic AI guardrails framework started
- AI SOP + second brain foundations
- Manus AI team capability training
Sarah MC'd all three cities
Absorbed out of scope when the Marketing Director departed β showing up unscripted, on-brand, and fully embedded as a founder of the room. 128 in-person attendees + 90 via Everlab webinar = 218 total audience.
- 01
Melbourne
Rodd & Gunn Cellar & Wine Bar
50 pax - 02
Sydney
The Pillars Β· with Steve Hui
50 pax - 03
Brisbane
Rodd & Gunn The Lodge
28 pax
- Total audience reached
- 218
- In-person
- 128
- Everlab webinar
- 90
Mar β Jun 2026: everything built, launched & handed over with love
Explore launch
- 3 Γ launch EDMs β Fireside Pinot, Founding Members, Previous Customers
- Circle fully built β 12 spaces, 5 clusters, tiered access live
- Blueprint to 1 Million Points β live in Circle
- Committed to Collect β finalised & live
- Members onboarded with personalised welcome
Flights Club Travel
- Full site built AI-native, deployed to Netlify
- Nexus DMC integration + SLA (24hr response)
- CDO site audit 83/100 + 4 critical fixes
- DNS, email infrastructure, go-live coordination
- Live: 18 May 2026
House of Points & brand
- βEvery hard-working business owner deserves to fly flatβ
- House of Points brand finalised β launch-ready
- Pivoted with the team as strategy evolved: events β HOP
- Deena onboarded and contributing confidently
AI & team capability
- Agentic AI exploration started β guardrails & second brain
- AI SOP + governance framework documented
- WhatsApp β ClickUp knowledge capture workflow
- Steve Hui building in Claude Code independently
This team has heart. It's been an honour.
Launching Explore together was a genuine moment. Three roadshow cities, watching Steve Hui become a lead designer, watching Stephen build something beautiful, seeing Jon and Deena hit the ground running from day one. The second brain foundations are there β build on them. The team that thinks in AI workflows wins. This is the work I most hope continues.
- Committed to CollectLive
- House of PointsLaunch-ready
- Flights Club TravelHumming