The Extraordinary Journey of a Fitness App that Becomes the Global Best

  • Mobile Application Development
  • 5 months ago
The Extraordinary Journey of a Fitness App that Becomes the Global Best
The Extraordinary Journey of a Fitness App that Becomes the Global Best


An innovative and popular lifestyle and fitness software incentivized and challenged its members to lead an active lifestyle. As a pioneer in the fitness app industry, the company adopted a reward system where users could earn points for their workouts, redeemable in their in-app store. Originally a startup, the company achieved tremendous success and popularity.


  • Started off Year: 2010
  • Industry: Health & Fitness Startup
  • Funding: Funding from Oxford University, European Space Agency, App monetization.
  • First GoLive: 2011
  • Active User Base: 1.2 M
  • Awards: Best Fitness Android App 2015 by Cosmopolitan magazine; Best Fitness App 2016 by Alphr Tech magazine, Top 10 Android apps in the UK App Store in 2015 and 2016.
  • Current state: The company was acquired by Active Inspiration in 2018




The initial requirement was to build a social media platform connecting fitness enthusiasts with the mission of encouraging 20 minutes of daily exercise. The company transformed into a comprehensive fitness tracking platform, connecting various devices, trackers, and applications, with a reward section offering users redeemable coupons. It handled a significant amount of data processing and monetization.

The company also provided B2B services, offering an interface for organizations and employers to allow their employees to track activities and participate in challenges.


Our Approach:

  • 2010: Developed a simple social media application using the Elgg platform, integrated exercise modules to track steps via Garmin and Fitbit.
  • 2011: Launched the Web App in the UK, connected with more apps and devices like Strava and Moov, introduced a reward points system, and received funding from Oxford University.
  • 2012: Added geofencing and beacon modules for Gym attendance tracking, developed Reward points module and in-app store using Magento, and launched Android, iOS, and Windows apps for activity scanning, integrated with Google Fit and Apple Health.
  • 2013: Migrated to a Laravel-based cloud hosting environment, developed an AngularJS-based Challenges section, and received funding from the European Space Agency.
  • 2014: Rearchitected the solution for scalability, developed monitoring tools using Laravel and Angular, enabled beacon and estimote beacon for location services, and associated with the London Tennis Academy and Sport England.
  • 2016: Shifted focus to B2B, created a stand-alone enterprise application, implemented Tableau-based Analytics/BI for user engagement statistics, and maintained No. 1 fitness app status in the UK.




  • Big data handling: Managing large volumes of user activity data from various fitness apps, devices, and check-ins at gyms and venues, employing Power BI tools.
  • Data management: Classifying and qualifying data for reward points based on relevant activities.
  • Handling user signups: Ensuring flexibility and scalability to handle significant influxes of signups.
  • Support Tickets: Managing and resolving daily support tickets with a dedicated support team.
  • Continuous research and improvements: Establishing a dedicated research team for innovative approaches, improving stability, and converting data into useful insights.



Verticals Managed:

  • Development
  • Quality Assurance
  • DevOps
  • Support and Maintenance
  • Research and Scale




Thank you, Cubet. I don't know what I would have done without you. The best part of working with Cubet is that you never feel like you are actually working with someone outside. You always feel that they are part of your team—very flexible, deep in domain expertise, always helpful, extremely friendly, and truly committed to participating in your success. They actually want you to succeed. As a startup in 2010, Cubet was the best thing that happened to us. Thank you, Cubet. I don't know what I would have done without you.

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