At the start of the novel coronavirus in late 2019, a couple of fitness instructors in New York City immediately saw a need for business owners in their industry to reinvent how to maintain revenue streams and keep their customers engaged during the pandemic driven lock-down. They formed a company called Fitty, LLC.
As is often the case with entrepreneurs with budget constraints, Fitty engaged with a freelance developer to bring their ideas to fruition so they could get to market quickly, striking while the iron was hot, so to speak. While the solo developer did a fine job building the applications from a technical perspective, the Fitty owners found through user testing that the interface was not engaging to other business owners, and not scalable in its current state.
Fitty’s goals were to build a platform that owners of fitness, yoga, barre studios and others could use to offer online classes—live streams and/or digital recordings of classes, meditations, workshops and more. Essentially, Fitty wanted to give these businesses an easy way to transform their fitness offerings to a safe, remote model. So they approached the team at Envative.
Envative's longevity in the field of software development and consultative dialogue appealed to the Fitty team. In order to get the buy-in from business owners they needed, Fitty leadership asked Envative to help them figure out how to improve on their applications and how best to implement the new features they wanted added to the platform.
It was clear that Fitty was not interested in a system rewrite, and Envative agreed that the underlying code was sufficient—the user interface simply needed reimagining and together, they had to plan out the additional service offerings Fitty wanted to include prior to launch.