Grounds: Fitness App For Women

What it does

Grounds is a comprehensive fitness app designed specifically for women. It offers personalized workout programs and challenges curated by a team of professional trainers. Beyond workouts, the app features a robust community platform where users can share progress, ask for advice, and connect with others in dedicated topic-based spaces. The experience is built around a detailed onboarding quiz that tailors content to the user's specific goals, body metrics, and available equipment.

Where it shines

The app's strength lies in its one-two punch of deep personalization and strong community engagement. The onboarding quiz (00:50) is exceptionally thorough, asking for details right down to the specific gym equipment the user has access to (02:10). This makes the subsequent program recommendations feel genuinely customized. The community section (06:41) is another highlight. It's not just a simple forum but a well-organized social space where users can post updates, join discussions in channels like 'Workouts' or 'Chit-Chat', and motivate each other, creating a powerful retention loop.

UX highlights

The onboarding carousel (00:07) uses dynamic video backgrounds to showcase the app's energy and diverse user base.
Instead of a generic quiz, the app uses interactive selectors for height and weight (01:04), making data entry feel more engaging.
The weigh-in scheduler (01:25) is a smart feature that helps users establish a key tracking habit from day one.
Program selection is presented as a visually rich carousel (02:27) where swiping changes the entire background, adding a premium feel.
The community feed uses cards for each post, allowing for a clean, scannable layout with clear entry points for interaction.
Tapping a user's profile picture in the community (07:15) brings up a quick-view modal, which is an efficient way to learn about other members without leaving the feed.

Monetization & growth

Grounds uses a layered monetization strategy. Immediately after the user lands on the dashboard, a special offer appears with a high-value discount and a countdown timer to create urgency (02:57). This is a '70% OFF FOR LIFE' deal, a strong hook to capture highly motivated users. For those who dismiss it, the app uses contextual paywalls. For example, when attempting to view a locked workout program or feature, a paywall appears again (04:08), this time presenting standard annual and monthly subscription options. This ensures multiple opportunities for conversion without being overly aggressive during the initial setup.

Who it’s for

The app is clearly targeted at women seeking a structured and supportive fitness journey. It caters to a wide range of fitness levels, from 'Beginner' to 'Advanced' (01:18). The emphasis on community suggests it's for individuals who thrive on social motivation and accountability. The detailed equipment selection also makes it suitable for users who work out either at home with minimal gear or in a fully-equipped gym.

Notes & opportunities

The mandatory sign-up wall very early in the onboarding (00:20) is a point of significant friction and could lead to high user drop-off. Deferring this step until after the personalization quiz could improve completion rates by first demonstrating the app's value. Additionally, the app requests notification permissions at the very start (00:01) without a warm-up screen, which is a missed opportunity to explain the benefits of enabling notifications and likely results in a lower opt-in rate.