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

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.

More specifically, they needed:

• A mobile app that felt as personal and authentic as their Facebook group
• Live streaming capability for their signature live workouts
• Community features that fostered connection, not just consumption
• A solution built by partners who understood their business, not just the tech

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

Discovering how AI can empower expertise

Rather than spending months in traditional design phases, Voyage took a revolutionary approach: design in code, validate with real users and iterate in real-time.

This was supported with a powerful technology stack:

• MVP-ready foundation: Pre-built boilerplate architecture optimised for scalable mobile applications
• Clerk: An authentication system for secure user management
• Supabase: Database infrastructure for real-time data
• Expo and React Native: Cross-platform mobile development
• Claude Code: AI-assisted development for rapid iteration

Voyage built a fully functional prototype with 50% of the final features operational, not static mock-ups, but a working app users could actually experience. The functional prototype went to MIM's team and select community members for real world testing. The feedback drove immediate iterations, dramatically reducing development cycles and improving the overall product.

Boosting value through clever customisation

Intelligent AI tools and solutions allowed Voyage to give more time to customisation and functionality in a few specific areas, including:

• 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.

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