How Moving Monkey Switched from Duct-Taped Tools to Custom Software and Grew Their Business by 650%

On a typical Tuesday, Leon spent around 4 hours copy-pasting information between tools.

His business was kinda stuck.

It's like his company consists of a bunch of tools, duct-taped together.

He's the founder of Moving Monkey, helping athletes recover from injuries.

He has multiple tools to keep track of each of his 25 clients. He uses a self-developed spreadsheet, a Notion database and Superchat for communication.

Naturally, this approach isn't scalable. He couldn't take on more clients, because that would mean more manual workload.

When Leon did the first workflow assessment with us, the goal was clear:

Give Leon more time to focus on his clients, not spending hours copy-pasting data between tools.

Here's how he went from duct-taped tools to automated workflows in a few weeks (using custom software).

Fromt Duct-Taped Tools to Custom Software

Why build custom software?

Now, building custom software for Online Fitness Coaches seems like a bad investment. There's lots of tools already available. So why build something from scratch?

There's a few reasons, because none of them really fit Leon's workflows.

They're either too bloated, or don't have enough functionality. Even with the expensive subscriptions, there would still be a lot to configure. For example, building custom connections like Moving Monkey's CRM and workout libraries.

These tools look great, but reality often looks different. Again, you need to duct-tape tools together. But even with that, it… just doesn't feel right.

In order to build custom software though, you need an engineering team, right? And engineers are expensive. Additionally, now you're also maintaining custom software? How does this bring an ROI?

Very simple: software development has shifted in recent years. Now, with AI tooling, you'd be surprised what is possible. The only limitation is your imagination (There's a quote in here somewhere).

And that's exactly what we leveraged for Moving Monkey.

From Pieced-together to Powerhouse

We completely built up a client database…

Moving Monkey client database — A clean client database — all in one place

…revamped how to structure the information for each client…

Individual client view in Moving Monkey's software — Every client's progress, history, and workouts — at a glance

…and built a mobile app for Moving Monkey's clients:

Moving Monkey mobile app for clients — The Moving Monkey client app

This would change how Moving Monkey works.

How Custom Software impacted Leon's business

After launching, we saw some interesting results (#3 was most surprising):

1) From 15–20 hours of admin work per week to 0

Impact on admin work per week, going from 20 hours to 0 hours — admin work per week

Instead of spending 15–20 hours per week copy-pasting data between tools, Leon now spends exactly 0 hours on it.

Everything is in one tool now. When someone buys his service, they automagically receive an access code for the mobile app. From there, they're guided through a thorough onboarding flow, self-recording the assessment — and Leon takes over from there.

2) From 25 to 60–70 clients in parallel

Impact on clients, going from 25 clients to 60-70 clients — clients in parallel

Leon also hired his first full-time employee, Marc. A lot of Marc's time was previously spent managing admin work in the background. Now, he also manages his own clients.

This led Moving Monkey from being able to handle 25 customers in parallel to around 60–70 clients in parallel. A 2.5x increase.

3) His clients stayed longer (we didn't plan for this)

Impact on retention, going from 2 months to 6 months — average retention rate

The third outcome was unexpected and we didn’t plan for this. It came as a side effect of improving the overall experience for Moving Monkey's clients.

Turns out, the clients loved using the app. They loved Leon's new structured approach. Which meant: they stayed longer, increasing the average retention from ~2 months to ~6 months.

Now you can probably imagine what that did to Leon's profits. Managing 2.5x more clients and increasing retention from ~2 months to ~6 months.And it's still growing from here.

Get Your Free Workflow Assessment

Want to create similar results for your business by implementing custom software?

Of course, these results vary depending on your situation and your business, and what is already in place.

But, if you're curious what it might look like for you: We offer a free workflow assessment to map out how custom software can help in your case.

You'll receive a complete document breaking down your current workflows and opportunities for the future.

Fill out the short form below & we'll get in touch - 100% free of charge.

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