A pregnancy fitness app that makes physical activity during pregnancy more accessible, motivating and safe — combining expert guidance with gamification to drive consistent engagement.
The problem
Most women are told that staying active during pregnancy is good for them, and then left to work out what that means in practice. Generic fitness apps are not safe to follow, and the safe advice is scattered across leaflets and appointments. The result is that the people who would benefit most from moving simply do not.
What we built
A pregnancy fitness app that is specific enough to be trusted and light enough to be used.
- Programmes built with domain experts and adapted by trimester
- Clear boundaries on what is and is not advisable at each stage
- Gamified progress tracking that rewards consistency rather than intensity
- Sessions short enough to fit a real day
Why it worked
In health products, engagement is the whole game — an excellent programme nobody opens is worth nothing. We designed for the return visit first and the content library second, which is the opposite of how most health apps get built.
The pattern behind it
This is the same problem AI adoption has. The barrier is almost never the capability, it is whether people actually use it in their day. We build for adoption from the first version, not as a phase at the end.