đź’ˇ Product Circle â• Chat - The 4 Principles Behind Every Successful Product Culture with Joca Torres
​Welcome to 💡 Product Circle ╠Chat on
​🕗 Tuesday 30 June 2026 at 6pm BRT São Paulo, Brazil
​🕗 Wednesday 1 July 2026 at 8am AEST, Australia
​🕗 Wednesday 1 July 2026 at 10am NZST, Christchurch
​Topic: The 4 Essential Principles of a Successful Product Culture
​Cast your mind back to 2020. Gyms worldwide shuttered overnight. For a company whose entire business model was built on access to physical fitness locations, that should have been a death sentence.
​Instead, Gympass did something remarkable.
​In four weeks they launched across ten countries. In months they went from zero to hundreds of thousands of users. They doubled revenue while competitors collapsed. They hit a USD $2.2 billion valuation.
​This wasn't luck. It was the result of a product transformation that had been quietly building since 2018, when Gympass brought in Joca Torres as CPO to shift the business from spreadsheets and manual processes to a genuine product organisation. One where every team was oriented around customer problems, not just delivery.
​The Gympass transformation is one of the standout case studies in Marty Cagan's Transformed, defining what great product culture actually look like.
​And the legend, Joca Torres, is joining us live on 💡 Product Circle ╠Chat.
Many organisations talk about product culture. Few make it real. Joca shares the four principles that separate the ones who do, drawn from the real work of transformation inside Gympass, Lopes, and beyond. And he'll show you what it looks like when you actually build the infrastructure to understand your customers, not just observe them.
​What we'll cover
​✅ Deliver early and often and why cadence is a culture signal, not just a delivery choice
​✅ Focus on the problem. What genuinely changes when your team stops confusing activity with progress
​✅ Deliver results. Shifting accountability from output to outcome
​✅ Ecosystem mindset. How the best product organisations understand why their customers show up, not just what they do when they get there
​✅ Real stories from Gympass and Lopes (Brazil’s largest real estate brokerage), what actually changed inside these organisations, and what leaders can do to accelerate the shift
​Perfect for anyone working inside an organisation trying to close the gap between what product culture should look like and what it actually looks like today.
​
​About Joca Torres
​Joca Torres (Joaquim "Joca" Torres) is a Brazil-based product leader, advisor, author and founder with 30+ years building and leading digital products across some of Latin America's most recognised companies.
His work as CPO at Gympass (now Wellhub) is featured in Marty Cagan's Transformed as one of the book's landmark examples of a real product transformation, one that not only modernised the business but saved it when the pandemic hit. He has also held senior roles at Conta Azul and Locaweb, and served as Chief Digital Officer at Lopes Consultoria de ImĂłveis, Brazil's largest real estate brokerage.
​Today Joca is Founder and Principal Consultant at Gyaco, where he advises, coaches and trains product leaders across banking, media, professional services, and beyond. He is also the co-founder of ReveLumi, a brand new startup building AI-powered user research tools that help product teams understand the why behind customer behaviour, not just the what. Revelumi runs structured discovery conversations via WhatsApp with real users, at scale, and without the friction that makes most teams skip customer research entirely.
​He is the author of Digital Transformation and Product Culture: How to put technology at the center of your company's strategy and writes on product culture and transformation on his Substack.
​Bonus: See ReveLumi in action
​Most product teams know they should talk to customers more. Almost none do it consistently — because scheduling interviews is slow, synthesising conversations is hard, and the sprint doesn't wait.
​Joca's new startup ReveLumi is built specifically for this problem. It runs structured user research conversations via WhatsApp — asynchronously, at scale, with real users — and surfaces the qualitative insight that no dashboard can give you: the why behind the behaviour.
​Joca will demo ReveLumi live at the end of the session. If your team is relying on quantitative data alone — or worse, AI-generated synthetic personas — this is worth seeing.
​Zoom Link: See invite
​
​✨Attend and WIN ✨
​You know we always have something special to giveaway at every chat. This one is no different!
​🏆 1 x lucky live attendee will WIN a signed copy of Joca's book, Digital Transformation and Product Culture.
🏆 1 x lucky live attendee will WIN a free trial of ReveLumi
​
​✨Virtual Networking ✨
​The first hour of the Chat will be recorded. Afterward, stay on for live networking with product and tech peers from around the world—no recording, just meaningful connections.
Mark your calendar and bring your questions for Joca!
​
​✨Refer a Friend✨
​Think this is valuable, refer a friend via Luma and earn a discount code to be used at the next Chat. 10% OFF for every referral (got 10 friends? Get a free pass)
✨Huge Speakers Booked✨
​We have great global product speakers booked every second week this year!
​If you missed our past speakers, catch up on the recordings with Christian Idiodi, Petra Wille, Rich Mironov, Jason Knight, Geoffrey Moore, April Dunford, Bob Moesta and many other Leaders!
​All Product Circle Chat recording will be posted at https://theproductvenn.substack.com/
​thanks,
​Irene
​--
​Irene Liakos
​Product
[email protected]
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