BUF Girls is currently a functional, stable, profitable product serving hundreds of customers per month. Libby and Justin run it themselves and generate new content for courses with very little developer upkeep.

This is how we helped them do it.

The Client

Libby Babet, Founder of Bottoms Up! Fitness

Libby is the Founder of two of Sydney's best known fitness brands, AGOGA and Bottoms Up! Fitness. She is also the Co-Founder of Chief Bar, the Fitness Expert for Women's Fitness Magazine, the Fitness Expert for LifeStyleYOU and presenter for a number of health and fitness products and channels.

The Project

The Bottoms Up! Logo.

The Bottoms Up! Logo.



Libby wanted to provide a commercially competitive online workout program which allows members of their bootcamp program to participate from anywhere in the world. She came to us with a plan to move toward a full product, a very solid understanding of her target market, and was easily able to communicate how she planned to stand out from the existing competitors in an already crowded online marketplace. This by itself is more than we normally receive from our clients, but Libby had taken it one step further.

Libby had already tested the basic concept prior to engaging with us, by running a very bare bones service of just manually sending content via email. Using this method she was able to gather a solid paying userbase, decide on the correct pricepoint, and receive key feedback which allowed her to fine tune her content. This gave us the confidence to move forward with the core idea quickly as validation had already occurred, allowing us to get straight onto refining wireframes and building a design after the initial meeting.

User Experience

We worked with Libby to create a simple user flow and feature set so we could launch as quickly as possible, our target was 3 weeks. We achieved this goal through UX focus sessions, wireframing, design, and then implementation. We felt this project really needed to be enjoyable to read and spend time in. So design and good user flow was important. Having programmers slap some code together with a sense of "making it pretty later" never results in that special feeling you get when something feels right. Sometimes the design is so simple it can be done on the back of a napkin. Sometimes it requires a process. In this case, we decided on loose wireframes...

Working this way allowed us to get a sense of the data model we needed, which we used to create an Entity Relationship Diagram and get to work on the data layer while we worked on implementing a design into a basic project. Within a few weeks we had a project running and ready to launch.