The Food Medic

The Food Medic is a subscription platform for Dr Hazel Wallace’s evidence-based health brand — 1.2M+ followers across Instagram and TikTok, three best-selling books. We designed and built the native iOS and Android apps members use to follow programmes and stay on track.

The challenge. Dr Wallace’s audience didn’t want another generic fitness app; they wanted her method — training, nutrition, and the science behind it — in one place, deep enough to actually follow. The product had to hold structured programmes and educational content together while making day-to-day tracking simple enough that people kept coming back without feeling nagged.

What we shipped. A women’s health hub combining training plans, nutrition, tracking, and a 250+ article library. Subscription training and nutrition plans with tiered progress tracking. Native iOS and Android apps built for members who want to go deeper than a feed.

The outcome. A daily-use product that turned an audience into a membership — and grew the brand’s recurring subscription revenue in the process.