Move it Mama: From Facebook group to #1 health and fitness app

Building a business around a well-loved online community

Voyage helped Move it Mama to enhance their brand, building on everything users' already loved. We successfully:

• Created a fully functional prototype that was built in just three weeks and put into real members' hands. Feedback drove rapid iteration and offered valuable insights into engagement
• Built live streaming from scratch with a custom module that lets trainers go live with a single tap, preserving the authentic "real mums, real workouts" energy that made MIM special
• Included an in-demand workout library, community features, live chat, and progress tracking - all designed to drive engagement, retention, and revenue beyond just the initial download
• Developed a subscription model with strong annual plan uptake for predictable recurring revenue, full content ownership, and a direct relationship with their community
• Ensured ongoing support extends well beyond the build through PR and marketing efforts, email campaigns, user support, workflow improvements, and strategic direction
• Launched to immediate results, hitting #1 in the New Zealand App Store and receiving positive feedback from long-time users

Leaving Facebook’s flawed algorithm behind

Facebook's algorithm, limited monetisation options and lack of control meant the MIM team couldn't fully serve their community or scale their business on the social platform. They needed a custom digital product that preserved what made them special (authenticity, community and accessibility) while unlocking new growth opportunities.

Referred by Two Raw Sisters, another successful creator business Voyage helped scale, from the initial conversations it was clear this was the right partnership. Voyage would be able to not only offer technical expertise but a keen understanding of the MIM brand and how to scale the business beyond social media.

“We identified multiple ways technology could help them grow. But more importantly, we believed in them. This wasn't about churning out another app. It was about helping them build something that could carry on and have real impact." - Ryan O’Hara, Voyage Founder

Key features that directly serve MIM’s ethos

Rather than spending months building something members might not want, we created a fully functional prototype in just three weeks. As a real, working app with 50% of the final features, members could download it, try workouts, navigate the interface and give honest feedback.

We knew the app had to focus on:

• Live workouts: The authentic, real-time connection with trainers
• Community accountability: Seeing others show up and working out together
• Accessible content: Short, effective workouts that fit real life
• Progress tracking: Celebrating consistency and growth
• Belonging: Being part of something bigger than just fitness

The responses from our initial prototyping were fed back into development through rapid iteration. We also focused on how to boost revenue and retention through the likes of the on-demand library, community features, live classes, chat features, progress and achievement tracking, and more.

Taking what was already great and making it better

MIM's business was built on live workouts. Facebook Live had been their primary platform, but it came with all of Facebook's limitations. The app needed to replicate that live experience, and make it better. As there was no existing framework to do this, we built a custom live streaming module that lets trainers go live with a single tap. It’s easy to use and remains true to the brand.

"This was essential to preserving their brand. Their whole vibe is ‘real mums doing real workouts’. Professional production setups would've killed that authenticity." - Ryan O’Hara, Voyage Founder

In fact, every design decision was targeted towards users: one-tap access to workouts, clear navigation tested with real users, fast load times, and an intuitive and easy interface.

From app development to ongoing support: It's all about community

From a technical standpoint, Voyage ensured the MIM app was setup with these essential functions:

• Custom administration system: A custom Next.js admin application, integrated with the same Supabase database, brought in customised forms and interfaces for MIM's trainers.
• Advanced video infrastructure: Voyage ensured capability for on-demand workout videos as well as live streaming. With Mux and a custom RTMP live streaming module using HaishinKit (the leading iOS streaming library) live streaming is now seamless for users and trainers alike.
• Real time community features: To preserve the community aspect that made MIM special, Voyage implemented Supabase Realtime for live activity feeds, live chat during workouts, and more social engagement options.

Beyond the app build itself, Voyage continues to support the ongoing growth and success of not only the app but the MIM brand. This happens through concentrated PR and marketing efforts, data-powered user support and email campaigns, streamlining internal workflows, and guidance for overall strategic direction.

Hitting #1 in the app store

Within the first 48 hours of launch, the MIM app achieved:

• #1 in app store: Topping the Health & Fitness category in New Zealand
• Hockey stick growth: Rapid sign-up trajectory from day one
• Seamless migration: Existing Facebook community converting to paid app members
• Immediate revenue: Strong subscription uptake including annual plans

More than an app, MIM gained:

• Full ownership over content: Their platform, their data, their control
• Scalable foundation: Technology that can grow with their business
• Technical innovation: Custom solutions that don't exist anywhere else
• Business partnership: Ongoing support and strategic guidance
• Proven results: #1 App Store ranking and strong early adoption

"Getting number one in the App Store isn't luck. It's proof that when you build the right product for the right community with the right technology, users respond." - Ryan O’Hara, Voyage Founder