How we work.
Every platform has two problems: figuring out what to build, and building it. We spend disproportionate time on the first. Across every platform we've shaped, the biggest failures we've seen weren't bad code. They were good code solving the wrong problem.
Think deeply. Build precisely. Partner long-term.
Every engagement is different. There's no mandatory sequence. Just the right starting point for where you are.
Platform Health Check
Have an existing platform? We'll assess what's working and what's not.
StandaloneThe Diagnostic
Ready for something custom? We'll study your business first.
StandaloneThe Blueprint
Design every screen before a line of code is written.
StandaloneThe Build
Develop, test, and launch with the guesswork removed.
Follows BlueprintOngoing Care
Iterate with real data. Continued development after launch.
OngoingStrategic Advisory
Fractional CTO for your fitness platform. No build required.
StandaloneWhere the real decisions happen.
Most firms sell you the build and give you the thinking for free. We charge for the thinking because it's where the real value is created. Every offering below is a standalone engagement. You own the output regardless of what comes next.
Platform Health Check
Not sure if you need a custom platform? Start here.
You're on Trainerize, Macroactive, Everfit, or a patchwork of tools held together by Zapier and hope. Something isn't working, but you're not sure if the answer is fixing what you have, switching platforms, or building something custom.
The Platform Health Check is an honest assessment. We audit your current setup (the user experience, your tech stack, retention patterns, and competitive positioning) and tell you what's actually holding you back. Sometimes the answer is a configuration change. Sometimes it's a custom build. We'll tell you which.
We've seen the inside of every fitness platform we've shaped, across every fitness platform we've shaped. We know where Trainerize breaks at scale, why Macroactive's revenue share compounds against you, and which features actually move retention. You get that pattern recognition applied to your specific situation.
"Whether you're running your own tech or a stack of fragmented tools, the Health Check is a genuine assessment of how your business operates today. We study your current workflow and tell you what your next step actually is, not what we'd like to sell you."
Pankaj Nathani, CEO
The Health Check tells you where you stand. The Diagnostic charts where you're going.
The Diagnostic
Strategic analysis before a single line of code.
You know you need a custom platform. The Diagnostic figures out exactly what that platform should be. We go deep on your business model, your users, your market, and the technology landscape. Not as research, but as a diagnosis. After shaping platforms reaching 300,000+ users, we already know the patterns. The Diagnostic confirms which ones apply to you.
We study your revenue model, your audience behaviour, and your competitive landscape. We identify which features matter at launch, which ones can wait, and which ones will kill retention in 30 days. We've seen these decisions play out across hundreds of thousands of users. That pattern recognition is what you're paying for.
The deliverable is a strategic document containing our findings, recommendations, and an investment range for the phases ahead. It stands on its own. The Diagnostic has saved clients more money than anything we've built. Sometimes the answer is "don't build this yet."
"A feature-rich app that nobody uses is worse than a simple one that changes behaviour. The Diagnostic identifies the features that matter based on your unique positioning, not a competitor's feature list."
Pankaj Nathani, CEO
The Diagnostic tells us what to build and why. The Blueprint designs exactly how.
The Blueprint
Design the platform before building it, so every dollar is spent with certainty.
The Diagnostic defined the strategy. The Blueprint turns it into a detailed design. Every screen, every interaction, every user flow mapped out before development begins. This is where ambiguity dies. When we move to the Build, there are no surprises, no "we should probably also add..." moments, and no architectural debates mid-sprint.
We design user flows screen by screen, build low-fidelity wireframes for every view, and create an interactive prototype you can tap through on your phone. You'll see your platform before a single line of code is written. We also establish the visual design direction with 3 to 5 key screens, enough to define the look, feel, and design system that carries through the entire app.
The Blueprint locks in the Build price. Because every feature is specified and every screen accounted for, so we can give you a fixed price for development. No ranges, no surprises. Clients have taken Blueprints to other developers. We're fine with that. The Blueprint is yours. But most don't, because by this point, you've seen how we think.
"It's only when you see your app screen by screen that the real decisions surface. Every layout choice, every flow, every interaction shapes the product. The Blueprint is where an idea stops being abstract and starts becoming something you can hold."
Pankaj Nathani, CEO
You've seen the platform. You've approved every screen. Now we build it.
The MakingExecuting a plan you've already approved.
The hard decisions happened in The Thinking. The Build is where that thinking becomes a live platform, and Ongoing Care is how it grows.
The Build
Develop, test, and launch with the guesswork already removed.
The Diagnostic told us what to build. The Blueprint showed us how it looks and works. The Build is where it becomes real. Every decision traces back to the Blueprint. No ambiguity, no surprise features, no scope debates.
We extend the visual design to all remaining screens using the design system established in the Blueprint, then move into development. Design and development run in parallel workstreams, so you see progress consistently, not at the end of a three-month silence.
When the platform is ready, we handle App Store submission and launch preparation. Senior engineering on every line of code. No handoffs to juniors. No offshore lottery. We've been through this process across every platform we've shaped and know exactly what Apple and Google look for.
"Robust features, built to industry standards, branded and organised so the platform scales with you. The Build is disciplined execution, not creative exploration. The creative decisions already happened."
Pankaj Nathani, CEO
Ongoing Care
Launch is the beginning, not the end.
The best features come after launch, once you've watched 10,000 real users interact with your platform. We don't hand off and disappear. We shift into a retainer partnership where real user data drives every decision.
We look at retention curves, onboarding drop-offs, and feature adoption. The next feature isn't the one you assumed. It's the one the data demands. Regular review cadences keep the roadmap honest. We prioritise based on impact, not opinion.
For some clients, Ongoing Care means continued development: new features, new integrations, scaling for growth. For others, it's strategic guidance: product roadmap, feature prioritisation, technical architecture decisions. We shape the engagement around what you need.
Our average client relationship is 4+ years. EBT started as a single training app. Four years later: nutrition tracking, CRM, habit logging, 40,000+ users. That progression happened in Ongoing Care, because the platform grew with the business.
"The best features are never in the launch. They come from watching thousands of real users do things you didn't expect."
Pankaj Nathani, CEO
Strategic Advisory
Ongoing strategic guidance for fitness platforms, without a full build engagement.
Not every fitness business needs a new platform built from scratch. Some need a trusted partner who can guide product decisions, evaluate technology choices, and help prioritise what to build next, without the overhead of a full development engagement.
Strategic Advisory is for fitness businesses that already have a platform (whether built by us or someone else) and need ongoing expertise to grow it. We act as your fractional CTO: joining product discussions, reviewing roadmaps, evaluating vendor proposals, and making sure every technology decision is grounded in what actually works for fitness users.
We've watched features succeed and fail across hundreds of thousands of users. We know which integrations are worth the engineering time, which retention strategies move the needle, and which "must-have" features your users will never open. That pattern recognition is available on retainer, applied to your platform, on your schedule.
"The most expensive feature is the one nobody uses. Advisory exists to make sure that never happens."
— Pankaj Nathani, CEO
Frequently asked questions.
Our engagements are an investment, not an expense. Thinking engagements start from $5K onwards. Build engagements are scoped separately based on the work involved. We don't compete on price. If budget is the primary decision factor, we're not the right fit.
No. Every engagement starts at the right point for where you are. Some clients start with a Health Check, others jump straight to a Diagnostic. The phases are standalone, not mandatory steps.
The Platform Health Check and Diagnostic are roughly two weeks each. The Blueprint takes four to six weeks. Build timelines depend on the scope and are defined at the end of the Blueprint phase, based on the work involved.
Pankaj Nathani, our CEO, is involved in every engagement. You'll work directly with the people shaping your platform, not account managers or juniors.
Yes. Fitness technology is all we do. That focus is what gives us the pattern recognition that generalist firms don't have.
Start with the Platform Health Check. We'll assess what's working, what isn't, and whether you need fixes, a migration, or a rebuild.
No. Every platform we shape is custom, built specifically for your business, your audience, and your content model. We don't reskin templates.
It depends. If you have an engaged audience and a clear business model, it's not too early. If you're still validating whether people will pay, a custom platform is premature. The Health Check can help you figure out which side you're on.
Most clients move into Ongoing Care. The best features come from real user data, not guesswork. We shift into a retainer partnership where the platform evolves based on what your users actually do.
We only work with fitness businesses. We lead with strategy, not code. And the people who shape your platform are the same ones who deliver it. No handoffs, no offshore teams, no project managers relaying messages.
Both. We've shaped platforms for solo fitness creators with 10K followers and enterprise chains with multiple locations. The process adapts, but the thinking is the same.
The same process, different outcomes
Every engagement follows the same methodology. The outcomes are always unique.
Evidence Based Training
A 4+ year partnership helping Adam Sullivan's team deliver personalised training and nutrition to a growing audience.
Read case study
Move With Us
From consultant to partner. Growing into a multi-million dollar fitness platform with training, nutrition, and community.
Read case study
MWMX
Revolutionising motocross coaching. Helping a 12-time Australian supercross champion scale his methods to riders worldwide.
Read case studyNot sure where to start?
Every conversation starts with our CEO. We'll figure out the right starting point together.
Have an existing platform?
Start with a Platform Health Check. We'll assess what's working, what's not, and what to do next.
Know you need something custom?
Start with The Diagnostic. We'll study your business and tell you exactly what to build.
Just want to talk?
No commitment. Tell us about your fitness business, and we'll tell you what we'd look for.