Tony Robbins

Development, Design

Breakthrough App: How Rootstrap Digitized Tony Robbins’ Coaching Empire

The Client

Tony Robbins is the nation’s #1 life and business coach — a household name for over 4 million people that have attended his live sessions and countless millions that get his coaching sent directly to them. After building a coaching empire through books, pamphlets, and CDs, Tony Robbins came to us to bring his content platform into the 21st century.

Our Objectives

During the first week of Tony’s roadmapping session, we brainstormed ways to turn his old content platform into a mobile-first system that gives users the ability to access his coaching anywhere.

After defining the idea, we used detailed user stories and market research to create an in-depth product backlog. Next, we used the backlog to create mid-fidelity wireframes for extensive UX testing and refinement.


Modernize Tony Robbin’s coaching empire without sacrificing brand equity while simultaneously branching out into new demographics.


  • Front-end: Swift and Android Native App
  • Back-end: Ruby on Rails.


Revolutionized Tony’s content delivery system and created a way for people to get coaching right from their pocket.


A rich new digital experience that gives Tony’s followers a new way to access his coaching expertise and library of content.


Roadmapped for 20k…

Recouped in 13 weeks.


Think you have a million dollar idea? These guys will be the judges.

The Process

After just three weeks of roadmapping, we created a development-ready clickable prototype to collect customer feedback, test the product-market fit, and challenge our initial assumptions. Using those materials, we could approach development the right way, building a lean v1.0 that let us further test our assumptions and refine the product iteratively until reaching the final incarnation.

The Results

Breakthrough App — the app that resulted from Tony’s initial Rootstrap session — gives its users unlimited, on-demand access to the proven strategies that have made Tony Robbins the most successful life & business coach in the world.

In 13 weeks, Tony recouped his investment and built an app that continues to engage a worldwide user base through his gamified, mobile-first content library.

“I reviewed the app and it’s totally spectacular. The approach that you took and the guidance you provided throughout the Rootstrap process has been phenomenal. I’m looking forward to continuing as partners!”
Rootstrap - Tony Robbins Picture

Tony Robbins, CEO

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