Proof3, OPEX & Others Continue To Benefit Digitally From Amalgama

Amalgama takes a human-centered approach to app development, which results in a superior digital product for fitness and wellness brands

Engagement and retention remain the name of the game for all gyms and fitness studios. Amalgama, a leading digital product developer for fitness and wellness business, knows the rules, has the tools and the right mindset to help clients win it. 

By prioritizing a human-centered approach even while facilitating advanced data and crafting cutting-edge digital designs, Amalgama works to understand what each specific client needs to thrive in today’s day and age. It’s a process that takes patience but always yields results.

“The numbers say a lot, but they don’t say everything,” said Amalgama CEO Gonzalo Amuchastegui. “We have to be close to the user and listen to them.”

Listening Comes First

Rather than building a product and then tailoring it to a client’s potential needs, Amalgama reads before it reacts. The brand continuously educates itself on client goals and what its users desire before making suggestions that benefit both parties, whether that’s with a new UX/UI design, MVP prototyping, customer service or anything else digitally related.   

“Our most valuable asset is helping them actually build what users want in a most effective and efficient way,” said Amuchastegui. 

Amuchastegui mentioned the lack of understanding of a user’s needs as the main area where other digital providers have gone wrong in the past year. Overloading features without much thought resembles another, where some brands throw products out at clients with little regard for how they may or may not apply to them. 

“Overloading is a very typical mistake,” Amuchastegui said. “They don’t have the right understanding of who the users are, what they are really using or what features will actually add value for them.” 

Listening does go both ways, however. In order to see Amalgama’s efforts become impactful, the brand reminds clients that they need to be receptive to the consultation they’re paying for.

“It’s not only the brands that don’t come to Amalgama or don’t go to a digital consultant, but we also have clients that despite the fact that we’re trying to give our best, responsible advice, have their own interests — and they decide whether they go on one path or another,” Amuchastegui summed up. 

Success Through Connectivity

A handful of brands have kept their ears open and profited as a result. With proof3, a remote longevity fitness training platform by The Sage House, Amalgama spurred engagement this past year by giving coaches user data in real-time progress to illustrate their progress. Doing so enhances the user experience as the software connects the trainer and user on how their strength, motion and biometrics are progressing — relaying that information to each party and engaging them with haste.

“All we know is it’s a long run,” said Amuchastegui. “But we need tangible results with short-term goals fulfilled. You want to gain or lose weight. Whatever your goal is, you want to see some progress as soon as possible. There are lots of things we can do to show that real-time progress to make our clients feel engaged and feeling great.” 

The data points Amalgama pulls that information from, one of which being InBody, also help authenticize their findings, which leads to retention over time. 

“We are using very well-known brands that provide reliable data,” said Amuchastegui. “We have it on-site and integrated with our tool. Having those things gives us the stamp that we are using reliable data and not just inventing something. We’re leveraging different things.”

Working With, Not Against 

The brand also helped assist OPEX’s customer support department by building features that relay quick feedback from users, which helped significantly with their retention rates, Amuchastegui reported. 

“They get quick responses from users on time and execute them,” said Amuchastegui. “That helped a lot in the retention metric which actually improved their lifetime value.”

Amalgama won’t tear everything out root and stem unless it’s required either. Morpheus, a training and recovery tracking application, already had several digital features in play before coming to Amalgama. The brand simply rebuilt those features to make their interfaces more user-friendly — taking what already worked and merely expanding on it. 

“We are rebuilding to make things user-centered, improving their UI, adding valuable content while not necessarily getting rid of things,” Amuchastegui said. “We put the information the product already had into a nicer, more understandable format for the user, improving engagement and retention.”

It all comes back to Amalgama’s concentration on cultivating the smoothest, most effective consumer experience possible. Amalgama doesn’t overthink things — it targets what matters. With that ideology at the forefront of all brand efforts, it remains well-positioned to help any fitness or wellness business serve the public. 

This article originally appeared in ATN’s Member Success Blueprint Report 2025, which highlights essential steps brands will want to take to ensure success in the current calendar year and beyond. Download the free report.