Fabstage LLC
Services:
Initial analysis, bug fixing, refactoring, development of new features, customized app, UX optimization, external service integration
Technologies:
Flutter, .NET, C#, MS SQL Server, Stripe integration, platform newsletter, iOS, Android
2022 – 2025
Project Overview
Fit is Beauty was born from the vision and energy of Giulia Calefato, a fitness influencer and wellness coach who, with a community of over 240,000 followers, has become a key reference for women’s wellness in Italy. The app, available on the App Store and Google Play, guides women of all ages through personalized training, nutrition, and personal growth programs, built on Giulia’s direct experience.
In 2022, Giulia turned to PurpleSoft during a critical phase: the app had been developed by another software house, but the platform was unstable and particularly difficult to maintain and evolve. Working on an inherited project required an in-depth initial analysis and code stabilization to regain control over quality, releases, and the roadmap, even before introducing visible improvements.
Despite a strong user base and Giulia’s authority, the app suffered from recurring bugs, key pages that were difficult to use, and an overall experience that fell short of expectations. Several public reviews highlighted technical issues, particularly with progress tracking, content display, and payment management, risking the platform’s growth potential.
Our challenge was to relaunch Fit is Beauty from the ground up: technical stability, reliability, and a maintainable foundation to build upon. We implemented advanced monitoring to quickly detect and resolve issues, optimized the onboarding process to reduce initial friction, and introduced a safer, smoother subscription flow. The result is a more robust platform ready to grow, capable of offering users a modern and engaging experience that reflects Giulia’s philosophy and the value of her community.
Platform Enhancement
The first step was to address the most critical technical issues through intensive bug fixing and refactoringto restore stability and speed to the platform. Special attention was given to the progress tracking system, which was completely redesigned: instead of relying solely on elapsed time since enrollment, it now takes into account the number and type of exercises completed, allowing users to truly track their progress day by day.
We introduced a dynamic logic for generating workout programs, automatically adapting them to each user’s level and achieved results. A major addition was exclusive content, such as advanced Pilates programs, which can be unlocked either through in-app purchases or by reaching specific progress milestones, thereby rewarding each user’s personal commitment. Integration with Stripe for payments was completely redesigned, as was the newsletter system, which now allows personalized communications based on individual activities and preferences.
At the same time, we optimized the algorithms for generating weekly meal plans, making the selection of nutrition plans faster and more accurate, even for a large user base like Fit is Beauty.
Results
PurpleSoft’s intervention allowed Fit is Beauty to make a real leap in quality. The app’s stability and speed improved significantly, as evidenced by a sharp decline in bug reports and the steady improvement of store reviews. The new features introduced, combined with access to exclusive premium content, helped increase community engagement and drive conversions to paid services.
Today, Fit is Beauty stands as a success story where the strength of a digital community, led by Giulia Calefato, meets a solid, modern, and tailor-made technology platform for a female audience. The app now delivers an engaging, motivating, and reliable experience, ready to support the growth of one of Italy’s largest wellness communities.
