A fitness app built on a video library we own outright

The challenge

Fitness apps live or die on content and on the first five minutes. Most either license generic video they do not control, or drop a new user straight into a library with no sense of where to start.

What we built

• An exercise video library we created and licensed ourselves, so the content is genuinely ours
• Onboarding questions that capture a user's current state and goals to personalise what they see
• A freemium access model: a small number of videos free, then a low-cost unlock
• An architecture designed to accommodate AI-driven personalisation

How we built it

Content ownership came first. Owning and licensing the video library removes the dependency that limits most fitness apps.

Onboarding was designed as personalisation input rather than a signup formality, so the first session already reflects the user's goals.

Scope was kept deliberately tight for the initial release, English-only, to get a working product in front of real users.

Challenges we solved

• Generic-library syndrome. Producing and licensing our own video removed the reliance on third-party content that constrains most apps in this category.
• Cold-start personalisation. With no usage history on day one, onboarding answers are the only signal available, so they had to carry real weight.
• Pricing that lets people try before paying. Freemium access with a low-cost unlock keeps the first step small.

Technology used

More work