Better fitness journey
All Access App
All Access lets you train anywhere; lose weight, build muscle, increase strength & performance, or just improve overall health, nutrition, and fitness.
Client
BodyBuilding.com
Link
www.bodybuilding.com
Timeline
2019 - 2020
My Role
Product UX Director, Research, Visual Design & Integration
Challenge
Bodybuilding.com was known for offering free workout plans and fitness content that attracted millions of users. However, this approach wasn’t sustainable as eCommerce margins declined. Their mobile ecosystem was fragmented with over 40 “micro-apps” each delivered a single training program with minimal tracking and integration. The user experience was inconsistent, and users had to jump between apps to follow different programs. There was no unified platform or premium experience to support long-term user engagement or monetization.
The Goal
The main goal was to transform Bodybuilding.com's workout offerings into a scalable digital subscription product. This meant consolidating the disjointed app experiences into one cohesive, feature-rich platform that could deliver better user value and justify a monthly subscription. Key goals included:
Streamlining all fitness programs into one accessible experience.
Offering smarter, more personalized workout tracking and progress tools.
Building a product strong enough to support a high-margin, recurring revenue stream.
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My Role
I led the UX and product design of the new All Access app, from early user research and architecture mapping through launch and iteration. This included:
Designing the core experience that brought 40+ micro-apps into a single product.
Creating a unified onboarding, workout tracking, and recommendation system.
Working cross-functionally with engineering, content, and marketing to hit our peak season launch deadline.
Leading user research and iterative design updates post-launch.
Momentum & Impact
115,000+ Paid Subscribers
After validating user willingness to pay through testing, we transitioned over 40 previously free programs behind a paywall. While initial backlash was expected, the quality of the new experience quickly won users over, driving rapid subscription growth.
4.8-Star App Rating
We improved app ratings from below 2.5 stars to 4.8 on iOS and 4.7 on Android within a month by introducing a smarter in-app feedback loop. This ensured satisfied users were prompted to review, helping balance early negative sentiment.
$0 to $1M in Monthly Revenue
Despite minimal marketing, the app reached $1M in monthly recurring revenue within a year. With pricing increased from $8.99 to $12.99 and growing momentum, we positioned the product to surpass 200,000 subscribers by year-end.
Key Lessons & Iterative Wins
App Store Optimization That Drove Discovery
Launching into a crowded fitness app marketplace without strong brand recognition posed a major visibility challenge. To break through the noise, I partnered closely with our marketing team and led ongoing competitive research to refine our App Store presence.
We focused on optimizing high-intent keywords, monitoring search term difficulty, and crafting differentiated messaging to stand out against similar offerings. These efforts paid off quickly: the app moved from ranking around #250 in the Health & Fitness category to consistently landing in the top 50 within just one week of implementation.
Personalized plans and goal tracking.
Data makes the world go round. We used data it we get from customers to build a better personalized nutrition and exercise platform.
Smart Weight and Range Predictions
Static data only goes so far. Users want an app and a system that grows with them.
Impact & Results
This project proved that great design can drive behavior change, even among users reluctant to pay for what was once free. By aligning the product with real user goals, we transformed passive content consumers into loyal subscribers.
Through rapid iteration, tight cross-functional teamwork, and user-driven strategy, the new All Access app became one of Bodybuilding.com’s most successful products. It attracted over 100,000 paid subscribers, held an 88% contribution margin, and topped $1M in monthly recurring revenue, all with minimal marketing. The app also earned a 2019 Digiday Award for Best Paid Subscription Product, validating both the vision and execution.
115K+ Paid Subscribers
The app reached over 115,000 paid subscribers, generating $1M+ in monthly recurring revenue—all without a heavy marketing push. Our early user testing and quick MVP iteration validated the paywall strategy.
App Ratings
We also fixed early review issues by creating a positive feedback loop. App ratings climbed to 4.8 on iOS and 4.7 on Android, showing the value of thoughtful UX design paired with the right timing and messaging.
Improved Onboarding
We rethought onboarding to match users with the right programs faster. Drop-off during first-time use decreased, while completion rates for initial assessments and program starts rose significantly.
