Easy Fit

How I Started a
Female Fitness App

EasyFit logo

Hi! Who are you and what business did you start?

Hey! My name is Egor Shashkov, I work as a mobile developer in a large company and in my free time I develop my own applications. The main application is EasyFit – a female fitness app.

What is your personal story and how did you come up with the idea?

I graduated from the Faculty of Information Technology and Mathematics in 2014. Since then I have been developing mobile applications. Managed to work in various international companies. I really love sports and fitness, and once I got the idea to make my own mobile application, which will collect great workouts and exercises.

Egor Shashkov, Founder of EasyFit
Egor Shashkov – Founder, EasyFit

During the pandemic, many worked from home, so all workouts are suitable for home use and do not require additional equipment.

“Provide the highest quality service, people will not use what is done poorly.”

What challenges did you face when creating your product/service?

During development, I encountered various difficulties. The biggest competition in the AppStore is a lot of similar applications. My app has a unique idea – weekly competitions. Every week, users train and collect the burned calories, there is a table of results and at the end of the week the winners receive prizes. 

At the moment, the prizes are free promo codes for a week and a month. Later I plan to add other prizes as well – fitness bottles, T-shirts, stickers and more. To support the competition, I had to write my own backend. The application is also localized in 8 languages, texts are also administered on my backend.

Another problem was the difficulty of attracting users. To do this, you have to allocate money from your budget. The competition is big and you need a lot of money for advertising and promotion.

Female fitness・Guided workouts with EasyFit
Female fitness・Guided workouts with EasyFit

Who is your target market?

My main audience is girls 18-35 years old who love sports and work or study at home and do not have a lot of time for the gym. Users who actively use a smartphone in everyday life.

How do you market your business and which approaches have been the most successful?

Currently I use Instagram, Facebook and TikTok for advertising. Also a great tool is Apple Search Ads, ads are shown directly in the AppStore to users who are looking for relevant queries. I also have an idea to collaborate with different sports clothing brands.

” Do not give up despite problems and setbacks.”

Since you launched, what has worked in not only attracting but retaining customers?

As I mentioned earlier, the app has a competition section. Users visit the app more often and train more often to stay in the first places. I have a lot of ideas for the future on user retention. One of them is achievements and an internal store. But more on that another time.

What kind of culture exists in your company, and how did you establish it?

I am working on an app with my friend in my spare time. I work on iOs and Backend, he does UI/UX. We have known each other for a long time, so there are no problems with the culture of communication.

What software, services or tools do you use within your business?

I am using AsoDesc to track the position of an application in search. I use Figma for design. For research statistics, I use Appstore Connect and AppMetrica.

What are the most important lessons have you learned on your business journey?

The most valuable lessons that I learnt are:

  • Never underestimate marketing, marketing is more important than development 
  • Provide the highest quality service, people will not use what is done poorly 
  • Do not give up despite problems and setbacks, in any case, experience is also a good reward
  • If you want users to like your project, you should like it

What is your favourite aspect of being an entrepreneur?

I like to develop my project. It helps you get to know new things that you didn’t know about before. Despite the fact that I am a programmer, now I am well versed in design, marketing and other software and hard skills.

What is your LEAST favourite aspect of being an entrepreneur?

I know that I do what I really like. This is great fun.

EasyFit App
EasyFit App

What books, podcasts or other resources have inspired and influenced your business journey?

Buy.logy by Martin Lindstrom and Epic Content Marketing by Joe Pullizzi. Both are great books that have helped me better understand marketing and user acquisition.

Where do you see your business 2-3 years from now?

I hope I can develop the application sufficiently and have a steady income from it. I have plans to develop other fitness applications on various topics, from yoga to running and meditation.

Where can people go to find out more about your business?

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