Fitness & Nutrition Coaching App

An existing fitness and nutrition coaching app, already live with real customers, needed two things at once: a better customer-facing experience, and admin capabilities on the connected web platform so the business could actually run coaching operations at scale. Worked directly with the business owners, alongside a designer, lead developer, and two additional engineers.

Move the product from a basic app to a full coaching operation: customers matched to a specific coach (not random), coaches able to configure personalised training and diet plans, and admins able to allocate coaches and monitor engagement well enough to intervene offline — all while staying compliant with Apple’s health/diet-content policies and in-app payment rules.

• Designed the coach-matching and assignment flow: customers connect to a specific, chosen coach on onboarding, not randomly assigned
• Built out coach tooling to configure individualised training programmes, workout plans, and diet plans per customer
• Built admin capabilities for coach allocation and customer-activity monitoring (meal/workout logging)
• Designed and implemented multiple subscription tiers for the paywall
• Led compliance research and rewrote app-store copy to meet Apple’s policies on diet consulting and health advice
• Worked with founders to resolve Apple’s in-app-purchase restriction: defined pricing for in-app-purchasable materials separately from on-site subscription pricing

• 873+ downloads, with a 48.7% page-to-download conversion rate — driven primarily by organic App Store search
• €7.5 revenue per install, €20.6 per paying user
• ~27 sessions per active device, sub-0.5% crash rate sustained throughout tenure
• Ensured app-store compliance for health-related content, keeping releases uninterrupted despite strict Apple review policies
• Shipped coach-matching, training/diet plan configuration, and admin oversight tooling that let the business run and scale real coaching relationships, not just deliver generic content
• Introduced flexible in-app payment tiers that worked within Apple’s purchase restrictions while preserving the founders’ on-site subscription model