Slay by Mari Fitness took the health & fitness world by storm—amassing over 15,000 users within just 24 hours and hitting the Top 10 in the Apple App Store and Google Play Store. Together with Chop Dawg, Slay transformed a passionate social media community into a thriving digital platform that delivers tailored workouts, motivational tools, and an interactive user experience—achieving 100% ROI in less than 12 hours post-launch.
Mari Llewellyn built an online empire by sharing her fitness journey and lifestyle tips, inspiring millions through her social media channels. Encouraged by this passionate following, Mari and her team launched Slay to make their workout guides, inspirational content, and curated supplements accessible anytime, anywhere. From daily nutrition insights to robust training programs, Slay quickly became the go-to app for women looking to transform their health and well-being. With a built-in audience of over a million followers, Slay’s mission was clear: empower women of all fitness levels to “slay” their goals—and have fun doing it.
Although Mari’s brand already enjoyed strong social media traction, the team recognized the need for a dedicated platform to unify her extensive workout guides, video demonstrations, and community engagement tools. Fans wanted more than sporadic Instagram posts—they sought structured daily accountability, personalized progress tracking, and instant access to Mari’s unique fitness philosophy. A simple website wouldn’t suffice.
To meet these demands, Slay by Mari Fitness required real-time workout customization across various fitness levels, motivational notifications to sustain user excitement, seamless eCommerce integration for supplements and gear, and a scalable backend that could handle content updates and user management without a hitch. Chop Dawg stepped in to design and develop a cutting-edge mobile solution, transforming Slay from a standalone fitness guide into a fully realized lifestyle brand.
Building a Comprehensive Digital Solution: A Collaborative Journey
Chop Dawg worked hand in hand with Slay’s leadership, holding weekly check-ins for real-time feedback, aligning designs with Mari’s bold brand identity, and ensuring advanced features met the expectations of a rapidly growing user base. Together, we tackled the project in three key phases: blueprint & design, development & integration, and testing & launch.
During blueprint & design, we translated user needs into intuitive wireframes and high-fidelity prototypes, crafting a fun, motivating interface that seamlessly integrated workout tracking, personalized progress logs, and in-app purchases. Development & integration saw the creation of a React Native mobile app fortified with robust admin tools, complete with carefully integrated eCommerce to handle user spikes and streamline product launches (like Bloom Nutrition supplements). Rigorous testing & launch followed, guaranteeing smooth onboarding, real-time workout logging, and stable performance under high traffic. Once live, Chop Dawg provided immediate post-launch support, quickly resolving minor issues so users could dive into their fitness goals without interruption. The result was a sleek, community-driven app that propelled Slay to top-ranking status within hours of release.
From personalized workout guides and progress tracking to engaging notifications and community support, this next-generation app empowers every Slay user to stay motivated, celebrate achievements, and keep fitness fun.
Users access Mari’s specialized exercise programs—beginner, intermediate, or advanced—complete with short video demos, equipment alternatives, and daily progress logs. Visual cues and celebratory messages drive confidence and consistency.
Whether logging completed reps, capturing progress photos, or celebrating new personal records, Slay’s integrated logs keep motivation high. An uplifting in-app feed encourages users to share achievements and engage socially.
Beyond workouts, Slay also shares meal planning tips, recommended supplements, and direct purchase links for gear—providing a holistic wellness approach. Updated content ensures returning users consistently find something fresh.
Custom push alerts, daily motivational quotes, and personal reminders empower users to stick to their schedule. By tailoring notifications to each user’s routine, the app keeps them engaged and sets Slay apart in an overcrowded fitness space.
Behind the scenes, an intuitive admin platform and scalable infrastructure enable Slay to deliver real-time updates, maintain robust security, and continually refine user experiences—keeping pace with growing demand.
Administrators view real-time metrics—active subscriptions, workout logs, engagement rates—to refine marketing campaigns and highlight top-performing features. This data-driven approach helps Slay continuously enhance user experiences.
Chop Dawg’s backend system lets the Slay team instantly update workout guides, post new blogs or fitness tips, and manage subscription tiers. Administrators can also track user data in real time, respond to support queries, and maintain high-quality service without relying on outside developers.
Chop Dawg provided a comprehensive suite of services, extending beyond coding and design:
We navigated Apple’s and Google’s guidelines on in-app subscriptions, notifications, and user data handling—securing Slay’s instant listing in both stores and achieving top rankings within hours.
From safe credit card processing to advanced password protocols, we fortified Slay’s framework to protect user data—while preserving speed and reliability under heavy traffic loads.
Our team advised on subscription packages, push notification timing, and retention tactics to maximize user lifetime value. Collaborative A/B testing solutions helped Slay refine features for fast revenue gains.
Through Slack channels, Zoom calls, and Jira task boards, Chop Dawg and the Slay team achieved real-time communication, fast approvals, and iterative improvements. This synergy turned a bold fitness concept into a polished, data-driven mobile experience. Our weekly check-ins ensured every facet aligned with Mari’s brand voice, fueling excitement among a devoted audience.
The Slay app not only soared into the Top 10 of the App Store and Google Play, it also recouped its entire development cost in less than half a day—showcasing the power of combining a ready-made audience with world-class app functionality.
Pent-up anticipation from Mari’s community fueled a massive influx of new registrations. The advanced backend handled thousands of concurrent logins smoothly, giving every new user a seamless experience while the Slay brand soared up the charts.
From intuitive workout plans to motivational pushes, the Slay app quickly amassed glowing feedback. Users praised the guided exercises, accessible design, and unwavering encouragement—making it clear that the app resonated powerfully with its audience.
I can’t begin to express my gratitude for the entire Chop Dawg team. They didn’t just help my company launch the app of my dreams—they also delivered a full return on my investment within just twelve hours of going live! Throughout our partnership, I had a dedicated project manager, designer, developers, and QA experts supporting my staff. With weekly check-ins, daily updates, and expert insights, they empowered us to create an outstanding experience for our community.
Founder of Mari Fitness
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Imagine building an app that drives rapid ROI, dominates the charts, and fosters life-changing transformations for your user base. If you’re looking for a technology partner to merge your brand’s strengths with seamless functionality and market-leading innovation, look no further. Schedule your free 45-minute consultation with Chop Dawg—and let’s show the world what your vision can do.
