I build products, and the systems that keep them running.

Muvn is software for run clubs and walking groups, live on the iPhone in four countries. I run the company and I lead a small team across iOS, design, content and outreach, so the product, the pricing and the App Store are mine to answer for.

I brought three analytics tools into one view to see what actually worked, and it showed that installs from brand search stay six times longer at day seven than the rest. That is why the spend sits where it does. I do not write the app code, but I set what gets built, watch how it performs and direct what changes next.

Number one on the UK App Store for “walking group” and “run club organiser”.

This is the part that puts Muvn at the top of the store. I release the store text in six languages through the App Store Connect API, run Apple Ads through the API, and I built a rank tracker that checks 73 search terms every morning across three storefronts.

The tracker reads the iTunes Search API and writes a scoreboard, which is the screenshot below. I did not write the app code, but I set the requirements, watched how it performed and decided what shipped.

A public directory of walking groups and run clubs at runclub.ai, with one page per city and one page per group, built to be found on Google and refreshed on its own.

I set up the pipeline that runs it. It finds candidate groups, sorts them with a classifier I hand-checked against 97 per cent of my own labels, and publishes the pages. It is free for groups, with paid slots for gyms, physios and race organisers.

A business media brand I built with no outside money and no ad spend, now at over 100,000 followers across Instagram and YouTube. I use AI and video editing to move on a story faster than bigger publishers, and I set up the system that watches the news, sorts it cheaply, checks it with a stronger model and alerts the team. The team runs it day to day.

A story goes from idea to published in about thirty minutes, for under a dollar a day.