The strength training app that tells you exactly what to lift today, with 226 SEO pages live before launch

An app built by someone who actually lives in the gym

Magnus Heftdal Lerche studies physiotherapy and is all in on an active life: strength training, running and staying healthy in general. He has also started building apps himself, and Gripp was built in close partnership with him. Magnus brings the expertise on training, the body and rehab, and he knows what people in the gym are missing. We bring what we have learned from our own apps: picking the market, product, design, SEO, the App Store and growth. Neither half would work on its own.

A market picked from data, not gut feeling

Before a single line of code was written, we analysed search demand, competitors and willingness to pay across ten language markets. The picture was clear. Workout apps are a large market where people pay, but the well-known apps are either blank logbooks that leave the maths to you, or fixed programs that ignore your life. And outside English-speaking countries the market is underserved: the big US apps get only a small share of the traffic in Germany, for example. That gave us both the market and the order to take it in: English, German and Danish first.

Last time you did 7. Today you do 8.

The angle is to take the guesswork out of lifting. Gripp uses double progression: you aim for one more rep than last time, and once you hit the top of the rep range in every set, the weight goes up. The first time, the app helps you find the right starting weight, and if you stall twice in a row it drops the load a little and builds back up. If something hurts, or you are coming back from an injury, progression moves more carefully. That is Magnus' physiotherapy background built straight into the logic.

One thing done really well instead of an all-in-one app

Gripp is built to be great at logging lifts, driving progression and showing your strength. Onboarding asks about your goal, experience, any pain and your week, and the plan is built around your sport, so heavy leg days never land the day before a football, padel or handball match. You log a set with one tap, the rest timer starts by itself, and the strength rating shows where you stand per muscle group against people your age and weight, and where your weakest link is. Calorie counting and a social feed are deliberately left out.

A coach that knows your plan and only changes it when you say yes

In the Coach tab you can ask about technique, recovery, food or a sore knee. The coach knows your profile, your plan, your sport and your last 90 days of training, so the answers are about you, not everyone. When a change makes sense, it suggests a concrete edit to your plan as a card you approve. The coach never changes anything on its own. Personal answers combined with full control is what sets Gripp apart from a generic chatbot.

Gripp: a grip on the bar and a grip on your training

The name had to be short, international and available as a domain. Gripp means both the grip on the bar and getting a grip on your training, and it works in every language we are going after. The identity is dark and calm with an orange accent, a wide, heavy wordmark and realistic 3D anatomical exercise images where the working muscles glow orange. No stock photos, no generic gradients. The same look runs through the app, the website and every single SEO page.

One page with one goal: the waitlist

mygripp.com is built to get people on the waitlist before launch. It tells the story with real screenshots from the app and scenes that move with your scroll: sets being logged, a conversation with the coach and a week filling up. The site is in English and Danish, has a calm version for people who turn off motion, and uses cookieless analytics, so there is no cookie banner. On the pages we measured it scores 100/100 in Lighthouse for accessibility, best practices and SEO.

226 pages in three languages, targeting 4M+ monthly searches

Before the app is even in the App Store, mygripp.com has 226 pages in English, German and Danish: exercise guides, muscle group hubs, training programs and splits, guides and free tools like a one rep max calculator, a plate calculator and a DOTS and Wilks calculator. Together, their primary keywords add up to more than 4 million searches a month. In this phase the focus is on the searches we can realistically reach the top 3 for within 6 to 12 months, in the languages where willingness to pay is highest. Every page is written for its own purpose, the Danish and German pages are written in their own language from scratch, and a built-in check makes sure no two pages are alike. Pages on the biggest competitors are also there to make Gripp visible when people ask ChatGPT and other AI search tools about workout apps.

Tested in real workouts before launch

Gripp is in beta right now, with a group of testers using the app for their own strength training. Their feedback goes straight back into the product: what is quick to log in the middle of a set, where progression feels right, and what people ask the coach. This is where the app gets polished before it meets the rest of the world.

Screenshots and ASO with the same method as our own apps

When Gripp goes to the App Store, we guide Magnus through our set workflow for App Store screenshots: design, wording and the right screens from the app. For ASO we use one of our internal tools to find the keywords and metadata Gripp can realistically become visible for, weighing difficulty against total search volume in each country. It is the same method that took our own apps to the top of App Store search.

A price that works for the business and for the users

We help shape the pricing strategy, balancing retention, revenue per user, conversion, trial starts and trial conversion to reach the highest lifetime value. At the same time, the price has to be one we can stand behind in front of users. A fair price means happier users, better reviews and an app people keep using.

Growth from a community Magnus is already part of

After launch, the focus moves to marketing and to shaping the app around the first users. Here Magnus has a real advantage: he is part of the fitness and physiotherapy community himself, so making TikToks about Gripp and landing partnerships with other people who take their training seriously comes naturally. We back him with what we have learned from our own apps, where TikTok has brought millions of views, and help with everything from what works and what does not to contract structures with creators.

Waitlist now, App Store soon

Gripp is coming to iPhone, and the waitlist is open at mygripp.com. The foundation is in place: a product with a sharp angle, a brand that hangs together, and hundreds of pages working for the app from day one. We will update this case with numbers as the first rankings and users come in.

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