Marketplace Launch

Fitness Consumer App

Overview

I founded and bootstrapped Handstand — a consumer fitness app connecting users with personal trainers for in-home and outdoor sessions — and built both sides of the marketplace simultaneously across major U.S. metro markets.

The Problem

Handstand faced the classic two-sided marketplace challenge: no trainers meant no customers, and no customers meant no trainers. Both supply and demand needed to be built from zero in multiple cities at once, with no existing brand recognition and limited infrastructure.

What I Did

On the supply side, I built a trainer acquisition funnel across Facebook, Instagram, and referral channels. I formed brand partnerships with Reebok and Bose to attract and reward top-performing trainers through co-branded welcome kits, product gifting, and a tiered rewards program. Onboarding and activation were automated to scale efficiently.

On the demand side, I drove customer acquisition through press coverage, performance marketing, and referral programs — achieving a 7–8% conversion rate and 80% customer retention. I secured brand press coverage across CBS, ABC, Digiday, and Built In LA.

Results

• 5x growth in trainer base in six months

• Expanded from 2 to 12 U.S. markets

• 220% increase in active sessions per week

• 40% reduction in trainer churn

• 7–8% customer conversion rate

• 80% customer retention rate

• $2M+ raised from Science Inc., Reebok, and angel investors

• Press: CBS, ABC, Digiday, Built In LA, Reebok partnership featured nationally