© 2025 Ross Hamilton
© 2025 Ross Hamilton
© 2025 Ross Hamilton
The Sculpted Vegan.
The Sculpted Vegan.
Introduction
Introduction
The Sculpted Vegan is an online fitness company that offers fitness programs to over 500k customers globally. When I first started work with The Sculpted Vegan they were a website only platform offering traditional fitness programs to customers as PDF's behind a paywall. My role was to transform their business model from traditional one-time payment PDF's to an interactive and engaging iOS and Android mobile app and SASS product to rival the top competitors in the fitness market. This role began as a side project in the evenings after my work at Reward Insight during the day. I spent 11 months developing the app from designing mockups, UI/UX and FE code to node server API and postgres database setup.
Year
2022
Industry
Logistics & Supply Chain
Scope of work
/
Solo Project (Design -> Deployment)
/
UI / UX Design
/
Front End Dev
/
Back End Dev
Timeline
12 weeks
Introduction
The Sculpted Vegan is an online fitness company that offers fitness programs to over 500k customers globally. When I first started work with The Sculpted Vegan they were a website only platform offering traditional fitness programs to customers as PDF's behind a paywall. My role was to transform their business model from traditional one-time payment PDF's to an interactive and engaging iOS and Android mobile app and SASS product to rival the top competitors in the fitness market. This role began as a side project in the evenings after my work at Reward Insight during the day. I spent 11 months developing the app from designing mockups, UI/UX and FE code to node server API and postgres database setup.
Year
2022
Industry
Logistics & Supply Chain
Scope of work
/
Solo Project (Design -> Deployment)
/
UI / UX Design
/
Front End Dev
/
Back End Dev
Timeline
12 weeks
Projects Key Feature Set
Projects Key Feature Set
Projects Key Feature Set
Features.
Feature
(001)
iOS & Android App
iOS & Android App
(002)
Workout Tracker
Workout Tracker
(003)
Meal & Recipe Tracker
Meal & Recipe Tracker
(004)
Custom Built Podcast Player
Custom Built Podcast Player
(005)
Live Chat With Web Sockets
Live Chat With Web Sockets
(006)
Community & Social Media Style Wall
Community & Social Media Style Wall
(007)
Native In-App Payments
Native In-App Payments
(008)
Push Notifications
Push Notifications
(009)
Over the air updates without deployment
Over the air updates without deployment
Project Highlight
£70k+ In First 3 Months
Despite being a new app in the crowded fitness space the app performed well and earned over £70K+ in app subscriptions
Ross Hamilton
Project Highlight
16,731 User Posts
App Meals Logged
18,765
TSV's app user engagement has exceeded expectation with over 16K+ posts to its custom built social media wall.
Ross Hamilton
Project Highlight
4.2 Rating On iOS App Store
4.2% → 5.9%
User feedback on the app was great & garnered a 4.2 star rating after 4 months on the app store
Ross Hamilton
Challenges
Challenges
It was a challenging and satisfying project to take a traditional non-digital product and rebuild it from the ground up into an engaging native app solution.
Upon launch in November we built revenues of £70,000+ in subscriptions in only 3 months and had my work featured in several articles online. The app currently has a rating of 4.2 in the iOS app store(as of July 2022) and has thousands of customers worldwide. Part of this project was also tracking detailed user journey statistics via an analytics dashboard to display key metrics, revenue figures and interactions of the customer within the apps functionality. The app has a rich feature set that really touched the breadth of my knowledge as a developer from a custom built facebook style community utilising live feeds via web sockets to native in-app payments integrations and detailed customer fitness progress tracking. Server side scale and management of growth was of the upmost importance with the app being downloaded by thousands of users on launch day so I used Heroku auto scaling to help manage traffic spikes on the API. Just before launch of the app to customers I was offered the full-time role of CTO at The Sculpted Vegan to continue development of the app feature-set based on customer feedback as well as help manage the cross section of technology used within the business and scale up a team.
Upon launch in November we built revenues of £70,000+ in subscriptions in only 3 months and had my work featured in several articles online. The app currently has a rating of 4.2 in the iOS app store(as of July 2022) and has thousands of customers worldwide. Part of this project was also tracking detailed user journey statistics via an analytics dashboard to display key metrics, revenue figures and interactions of the customer within the apps functionality. The app has a rich feature set that really touched the breadth of my knowledge as a developer from a custom built facebook style community utilising live feeds via web sockets to native in-app payments integrations and detailed customer fitness progress tracking. Server side scale and management of growth was of the upmost importance with the app being downloaded by thousands of users on launch day so I used Heroku auto scaling to help manage traffic spikes on the API. Just before launch of the app to customers I was offered the full-time role of CTO at The Sculpted Vegan to continue development of the app feature-set based on customer feedback as well as help manage the cross section of technology used within the business and scale up a team.
Upon launch in November we built revenues of £70,000+ in subscriptions in only 3 months and had my work featured in several articles online. The app currently has a rating of 4.2 in the iOS app store(as of July 2022) and has thousands of customers worldwide. Part of this project was also tracking detailed user journey statistics via an analytics dashboard to display key metrics, revenue figures and interactions of the customer within the apps functionality. The app has a rich feature set that really touched the breadth of my knowledge as a developer from a custom built facebook style community utilising live feeds via web sockets to native in-app payments integrations and detailed customer fitness progress tracking. Server side scale and management of growth was of the upmost importance with the app being downloaded by thousands of users on launch day so I used Heroku auto scaling to help manage traffic spikes on the API. Just before launch of the app to customers I was offered the full-time role of CTO at The Sculpted Vegan to continue development of the app feature-set based on customer feedback as well as help manage the cross section of technology used within the business and scale up a team.
Let’s talk.
Tell me about your project—whether it’s a website, web app, AI tool and anything in between.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
Founder
Hamilton Design
Ross Hamilton
Let’s talk.
Tell me about your project—whether it’s a website, web app, AI tool and anything in between.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
Founder
Hamilton Design
Ross Hamilton
Let’s talk.
Tell me about your project—whether it’s a website, web app, AI tool and anything in between.
Quick response.
If you’re ready to create and collaborate, we’d love to hear from you.
Clear next steps.
After the consultation, we’ll provide you with a detailed plan and timeline.
Founder
Hamilton Design
Ross Hamilton