The Body Coach
Launching a global Android app.
0 → 1 • Mobile App • International expansion • Delivery strategy • Design system
Role
Team
Timeline
Our mission
Design an inclusive and accessible digital coach that allows users to build a healthy lifestyle.
Joe Wicks MBE (aka The Body Coach) made his name in the UK as a inclusive fitness expert with heart. In 2020, he inspired people around the world to log in for daily exercise during lockdown, getting 80 million YouTube views and raising over £500,000 for NHS charities.
But before that – before we even knew the pandemic was coming – Joe wanted to turn his successful 90-day health and fitness PDF plans into a digital first business.
After a successful launch of the Native iOS MVP, fans were screaming out for the Android app. I joined the team tasked to deliver that MVP, with a focus on speed but not at the expense of value or brand identity.
Features:
Dynamic home
Keeping users on-track with their daily plan
Tailored plan
Set to the user’s specific goals
Library
Full access to all workouts & recipes
Check-in
Tracking progress at the end of each cycle
★★★★★
"A great way to track your progress, plan your meals and exercise. Everything all in one app. Not having to count calories suits me.
And it works, I'm losing weight, I'm feeling fitter and healthier and, as a vegetarian, my meals are much more varied and satisfying than when on a boring calorie controlled diet, perfectly nutritionally balanced.
It's slower than a traditional large calorie deficit diet, but I feel this is sustainable and much healthier."
Google play store rating • 15 June 2026
Our results
We built the number one health & fitness app.
Joe Wicks successfully launched The Body Coach app on Android in December 2021, with over 100,000 downloads in its first week and achieving a 4.5 star initial Google Play store rating.
It went on to be awarded Google Play App of the Year in 2022.
Outcomes:
550%
Increased customer base in first year
4x
Avg workouts per week by users
4.8 ★
Google play store 8.26k reviews
500k+
App downloads