Move it Mama (MIM) came to us with a community of 5,000+ engaged Facebook members who loved their workouts and the authenticity of the trainers. The challenge? To build an app that retained the heart that attracted people in the first place, removed the headache of Facebook's limitations, and allowed the MIM team to scale, with quality and usability always centre stage.
Move It Mama wasn't just any fitness business. They were built on authenticity: real mums, real workouts, real bodies and real challenges. Their community stuck around for the human connection, the accountability, and the feeling of working out with others, not just watching a trainer on a screen.
Feel as personal and authentic as the Facebook group that built the community.
Enable live workouts—the foundation of how the business started.
Foster real community connection, not passive content consumption.
Be easy enough for busy mums to use consistently.
Before writing a single line of code, we identified what made MIM's community sign up in the first place:
The authentic, real-time connection with trainers
Seeing others show up and working out together
Short, effective workouts that fit real life
Celebrating consistency and growth
Being part of something bigger than just fitness
Rather than spending months building something members might not want, we created a fully functional prototype in just three weeks. As a real, working app with 50% of the final features, members could download it, try workouts, navigate the interface and give honest feedback.
MIM's business was built on live workouts. Facebook Live had been their primary platform, but it came with all of Facebook's limitations. The app needed to replicate that live experience, and make it better.
“This was essential to preserving their brand. Their whole vibe is 'real mums doing real workouts'. Professional production setups would've killed that authenticity.”
From week 1, the results spoke for themselves.
App Store Ranking
Topped Health & Fitness category in New Zealand within 48 hours. Organic validation of product-market fit.
Subscription Uptake
Existing Facebook community converting to paid members. High percentage choosing annual subscriptions.
Revenue Potential
Immediate subscription revenue from day one. Projecting six-figure revenue potential in first month.
Engagement
Daily active user rates exceeding expectations. Live class attendance strong. Community features heavily utilised.
If you have an engaged audience and a vision for something bigger, let's talk about how we can help you build it.
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