Movable

A market nobody was designing for

I have designed health and fitness apps for over a decade, and I wanted to build one of my own. Apps for adults over 50 were a clear gap: dated templates, and premium subscriptions for experiences that felt like a DVD menu.

Ten thousand Americans turn 65 every day, and most of them carry a smartphone. Almost nobody was designing for them with care.

A habit problem, not a fitness problem

Conversations with older adults and their children changed the brief. People did not want a workout app. They wanted to wake up less stiff and stay independent: a few minutes, follow along, come back tomorrow.

There was also a second buyer. Adult children, often living far away, wanted something to give a parent. So the annual plan, at $49.99, is designed and priced as a gift.

Designed for adults, not patients

Large type, high contrast, generous touch targets, chair-friendly options, and VoiceOver support, without the look of a medical app. Routines follow established guidance, including the Otago exercise program and ACSM recommendations.

I built it as a native iOS app, for accessibility and performance on the devices this audience actually uses.

A coach people trust

Stock photos of smiling seniors in yoga pants do not build trust with actual seniors. I filmed myself performing each movement, then used Kling AI to create Margo, a 3D guide. Short generated clips needed careful transitions so longer movements loop without a seam.

The spoken guidance uses an AI version of my wife’s voice. The movement, pacing, video, audio, and player had to be designed together.

From brief to App Store, solo

Movable launched on the App Store in March 2026, at $12.99 a month or $49.99 a year, with a seven-day trial.