Pridefit

Challenge

Pridefit approached Redwerk after facing a series of roadblocks with their previous development partner. The delivery pace was slow, the app lacked essential integrations, and the codebase required a cleanup before new marketing campaigns could begin.

Their goals were clear and focused on three key areas:

1. Boosting App Quality: Taking over from the previous vendor meant inheriting their existing codebase and infrastructure. A critical first step for Redwerk was to conduct a deep dive into this existing work. This involved a full review of the technical architecture to identify and clean up any technical debt—essentially, underlying issues that could slow down development or cause problems later on.
2. Driving App Conversions: Pridefit wanted to see a real impact on their user conversion rates. To achieve this, a multi-pronged approach was necessary. It involved implementing several analytics tools to get a clear picture of how users were interacting with the app and where they might be dropping off. On top of this data gathering, Redwerk was tasked with developing new features specifically designed to increase user engagement, introduce upsell opportunities, and ultimately deliver more value to users.
3. Ensuring Long-Term Stability: Beyond immediate improvements and new features, Pridefit needed a partner who could provide consistent, reliable support. This meant having a team in place for ongoing maintenance, ready to quickly address any bugs or issues that might arise. The goal was to ensure the app remained stable and fully functional, while allowing new updates and features to be released smoothly and on schedule.

Solution

We began by conducting a full-scale audit of the app’s code and infrastructure. Our team identified and resolved critical technical debt, restructured deployments, and transferred all infrastructure to secure client ownership.

Our developers finalized all the started (but unfinished) features by the previous vendor. In addition, we:

1. Completed a full-scale code and infrastructure review.
2. Migrated infrastructure and removed third-party access.
3. Reviewed and improved the inherited codebase.
4. Integrated AppsFlyer, Mixpanel, GA4, and Facebook Pixel to support upcoming marketing efforts.
5. Enhanced the onboarding process and implemented new paywall logic.
6. Developed a new, user-friendly Bootcamps flow that allows users to join time-bound fitness programs.
7. Added multi-coach support, allowing users to select from a variety of expert profiles.
8. Created web marketing landings and in-app popups, designed to boost conversion rates.
9. Provided ongoing testing support to validate new features and ensure smooth releases across web and mobile.

These improvements were delivered iteratively to enable faster QA cycles and maintain on-track marketing timelines.