An established e-commerce fitness brand selling Pilates apparel and equipment, looking for a product partner to replace a broken mobile app sitting at a 2-star App Store rating. The core request: throw out the old codebase, build from scratch, and ship a stable subscription app that recover the brand’s digital customer base. Speed to market, visual quality, and a monetization model that protects margins mattered most.

Reformly gives users one place to follow guided Pilates workouts, buy brand equipment, and connect with a community of practitioners. Difficulty filters, duration options, and focus areas help users find the right session fast, while a built-in store and progress tracker keep them coming back between workouts. Over time, the combination of fitness content, shopping, and social features makes users more likely to stay subscribed and keep purchasing.

Reformly is a ground-up rebuild of the client’s Pilates app, built around three connected parts: guided workouts, an integrated store, and a community hub. Users open the app, pick a workout by duration, difficulty, or focus area, and start in seconds. The exercise library, product store, and social feed sit side by side — switching between a session, a product page, and a community thread takes no extra steps.

The Web2App funnel gives users coming from ad campaigns a personalized entry point. A web-based quiz profiles each user, recommends a plan, and takes payment before redirecting them into the app. Inside, AirPlay support lets users stream workouts to a TV, and a built-in progress tracker records workout history, streaks, and personal milestones to keep them coming back.

The old app had a generic interface that did not match the brand’s premium positioning. The redesign started from the target user: women aged 20–45 who want to open the app and start moving in seconds. The layout uses large video thumbnails, a warm and feminine color palette, and smooth transitions between screens. Every design decision aimed to cut steps between opening the app and pressing play. Micro-animations and visual polish replaced the flat, dated feel of the old version.

The Flutter build runs natively on iOS and Android with a shared design language. On mobile, the interface favors one-handed navigation and quick-access workout cards. The same care carries into the admin panel, where the client’s team manages content, products, and user segments. Visual consistency across the consumer app and the back-office tools keeps the brand intact at every point of contact.