FitQueen
Scaling personalised nutrition with smart automation — empowering women worldwide to lead healthier, more balanced lives through tailored fitness programs.
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Personalisation that doesn't break at scale
FitQueen approached us to build a nutrition platform with smart automation. Their traditional approach was entirely manual: collect information via Google Forms, which led to a large Excel file with user data. Nutritionists would then review this data and create a customised meal plan in a PDF, which would be manually emailed to each user.
As FitQueen's audience grew, this process became unsustainable:
Automate without losing quality
Every user needed a personalised plan, but manual creation wasn't scalable.
Manage expanding users
The team couldn't keep up with the growth. Manual processes were the bottleneck.
Preserve personalised support
Users loved the personal touch. Reducing manual work couldn't mean reducing quality.
Two pillars: automation + human expertise
Intelligent Automation
We replaced the Google Forms and Excel workflow with a purpose-built platform. Automated onboarding, data collection, and program generation replaced manual processes. Instead of emailing PDFs, plans are delivered directly in-app. We also built a CRM that keeps user data year on year, so nutritionists can refer back to a client's history whenever they return.
Expert-Led Personalisation
Technology alone isn't enough — human expertise plays a crucial role. The platform automates what should be automated, but the personalisation is still done by the expert. Nutritionists review generated plans, ensuring accuracy and effectiveness before they reach users. The expert input stays relevant; only the manual busywork disappears.
Smart platform, human oversight
Automated Data Collection
Gathering user data including body type, fitness goals, and health conditions to inform plan generation.
Personalised Programs
Nutrition plans automatically generated based on user data — customised to individual needs at scale.
Expert Review & Feedback
Nutritionist oversight built into the workflow — generated plans are reviewed by experts before reaching users.
Adaptive Monitoring
Continuous adjustment during check-ins — the platform adapts plans based on user progress.
Personalisation at scale
FitQueen successfully evolved into a scalable fitness platform, providing women with the tools and support they need to achieve their health goals.
Boosted through personalisation
Seamless via automation
Building among users
Improved operations for the team
