Digital product
Courtney Black
Challenge
To consolidate Courtney's well-known brand into a single app
Courtney needed a bespoke fitness platform built around her dedicated community. We launched a gym-focused workout and nutrition product, only for national lockdown to hit one week later. Overnight, the entire concept required a complete rethink to keep members moving at home.
Solution
Pivoting from gym training to home workouts overnight
Instead of sticking to the original roadmap, our team restructured the product architecture immediately. We pivoted the core experience toward real-time living room training, combining guided home workout programmes with dynamic, personalised meal planning tailored to limited ingredients and personal goals.
Execution
Deploying fast technical updates alongside Courtney’s creative vision
Collaborating closely with Courtney, we pushed rapid updates live within days. High impact real time videos replaced equipment heavy routines, while intuitive progress tracking and community touch points kept members engaged. Our hybrid tech approach let us adapt critical features without rebuilding from scratch.
Workouts
Training habits change depending on the day, travel, and schedule. We built versatile workout programming modules that let members switch between structured gym routines and minimal-equipment home sessions. Clear exercise demonstration videos, exercise alternatives, and clean weight logging kept members progressing wherever they chose to train.
Nutrition
Food tracking works best when it feels supportive rather than complicated. We developed custom nutrition features combining practical macro tracking with intuitive weekly meal planners and full recipe libraries. Users could hit their daily targets while keeping dietary choices flexible, helping them stay consistent without unnecessary friction.
Real-time workouts
Follow-along video recreates the energy of an in-person studio class right on a phone screen. We built a custom on-demand video player complete with integrated interval timers and audio controls. This allowed Courtney to run high-energy, follow-along workouts that members could drop into at a moment's notice.
Community
Long-term retention relies on genuine connection between members. We engineered safe social spaces where users shared daily wins, joined moderated forum discussions, and posted 24-hour stories. Every personal progress photo was secured with end-to-end encryption, ensuring user data stayed completely private.
Results
Driving record App Store revenue through sustained product growth
The pivot created the UK's first breakout home fitness platform, becoming the year’s highest grossing fitness app and picking up industry awards. Over years of close partnership, we helped scale the product until Courtney built her own in house team to lead its next chapter.
300k+
users
25
updates over 2 years
4.8 star
review in App Stores
