Digital product
Maeve Madden
Challenge
Outgrowing a restrictive legacy platform while protecting an active subscriber base
Maeve Madden had already launched an early version of the Queens Don’t Quit fitness app, yet the underlying software quickly became a major bottleneck. The existing platform relied on rigid templates that limited how she could structure workouts, release fresh content, or stream live classes. Technical updates felt slow and awkward, meaning the daily digital experience no longer reflected the quality of Maeve’s coaching.
Migrating an established subscriber base to a new platform carries real commercial risk. When paying members run into sudden changes to their routines, churn rates climb overnight. The priority was to design and build a bespoke mobile product from the ground up, moving thousands of active members across safely without interrupting their daily workouts.
Solution
A bespoke fitness ecosystem built for live connection and long term product flexibility
We engineered a modern mobile product architecture across iOS and Android, created to give Maeve complete ownership over her platform, user data, and brand identity. Our team mapped out every screen around how her members actually train, cook, and interact.
The newly rebuilt platform included:
Custom live streaming with interactive chat: Low latency video infrastructure allowing Maeve to host follow along classes, complete with an in-stream live room chat that maintained the feeling of an in-person studio session.
Structured workout programmes: Flexible home and gym training tracks featuring exercise demonstration videos, movement alternatives, and weight logging tools that members could adjust on the fly.
Integrated macro tracking and meal planning: Practical recipe collections, simple weekly meal planners, and calorie and macro guidance designed to support sustainable habits rather than restrictive diets.
Dedicated in app community: A moderated social feed where users shared daily achievements, asked questions, and supported each other between workouts.
On brand visual design system: An intuitive interface built with warm typography and clean card layouts that felt like a natural extension of Maeve’s brand identity.
Execution
Clean database migration, thoughtful UX design, and our adaptable hybrid model
We collaborated closely with Maeve’s team to audit every friction point in the legacy software. Our product team redesigned the entire user journey, testing intuitive navigation flows that made switching between on demand programmes and live classes simple.
Behind the scenes, we mapped out a secure data migration pipeline. Member profiles, active subscription states, and workout histories transferred into a clean cloud setup, preventing billing drops and keeping user disruption to an absolute minimum.
We delivered the build using our hybrid development model. Many fitness founders feel caught between rigid white label providers that restrict brand identity, and traditional development agencies that quote hundreds of thousands of pounds before testing a single feature. Our hybrid framework gives creators bespoke front end styling and scalable feature modules without unnecessary technical bloat. While we use smart automated tooling internally to streamline testing cycles, human product specialists mapped out every screen transition, user flow, and database schema.
Results
Zero subscriber loss during launch, higher retention, and complete platform ownership
The migration and relaunch went live smoothly, moving thousands of active members onto the new platform without subscription drop off. Switching to a dedicated bespoke product gave Maeve complete commercial autonomy over her member data, pricing, and recurring revenue, contributing to the £30m+ generated across our client portfolio.
With legacy software limitations removed, Queens Don’t Quit gained the room to grow. Member retention improved steadily thanks to dependable live video streams, responsive community forums, and an interface that feels genuinely good to use every day. By approaching software development as an evolving creative partnership, we gave Maeve an independent mobile product capable of expanding alongside her business.
4.7
Star rating on App Stores
5
Coaches
300+
Meals and recipes
