NKO Club: Building Kendall Toole's Holistic Wellness Platform
-
360° wellness approach beyond traditional fitness
-
Licensed music integration via Feed.fm partnership
-
10,000+ community engagement within 24 hours of launch period
The Brief
Transforming a fitness icon's vision into a complete wellness ecosystem that serves mind, body, and community.
When Kendall Toole walked away from Peloton in June 2024, she had built a following of over two million across her five years as one of their most beloved instructors. Known for high-energy rides and mental health advocacy, she'd closed every class with "Never Knocked Out"—wisdom from her father during her own struggles with anxiety and depression.
After her year-long non-compete ended, Toole was ready to build something that went beyond the bike. The vision wasn't another streaming fitness app competing on modality count. NKO Club needed to reflect her holistic philosophy: that strength comes from choosing to get back up, and wellness encompasses movement, mindset, and nutrition working together.
The challenge was creating an experience that could serve "the misfits, fighters, and dreamers"—her community—with the sophistication they deserved. The platform needed to handle diverse workout types (cycling, strength, boxing, Pilates, breathwork), integrate licensed commercial music seamlessly, deliver nutritious recipes with automated grocery lists, and provide mental wellness tools like guided gratitude journaling. All whilst maintaining an intuitive interface that reduced decision fatigue rather than adding to it.
Our Solution
We designed and built NKO Club's mobile experience using Flutter for cross-platform delivery, ensuring Kendall's community could access the platform seamlessly across iOS and Android. The app architecture centres around her 360° wellness philosophy, integrating movement, mindset, and meals into a unified experience.
The workout system delivers structured Programs alongside On-Demand sessions across six modalities—cycling, strength, boxing, Pilates, stretching, and breathwork. We integrated Feed.fm's music streaming SDK to deliver curated, licensed music directly within workouts, providing major-label hits across stations like pop-punk, 2000s throwbacks, hip-hop, EDM, and hard rock. This integration solved the complex challenge of legal music licensing whilst maintaining the energy Kendall's community expects.
For mental wellness, we built a daily gratitude journal with a library of 90 rotating reflection prompts, encouraging users to record three things they're grateful for each day. The system creates a consistent reflection routine that reinforces the platform's emphasis on mental fitness alongside physical training.
The nutrition component delivers adaptable, balanced recipes with macronutrient tracking and an automated grocery list builder. Users can enable or disable macro displays based on their preferences, and add recipe ingredients directly to their shopping cart—addressing the "ADHD brain that always forgets the ingredients" Kendall mentioned as crucial to the experience.
We implemented Auth0 for secure authentication supporting email/password and third-party sign-ins through Google and Apple accounts. The subscription model integrates across Apple App Store, Google Play, and Stripe for web sign-ups, handling monthly and annual plans with proper state management. We also built the web signup flow and paywall, ensuring a seamless conversion experience from marketing site to paid member.
The React-based admin portal allows Kendall's team to manage the growing content library, with 50 workouts available at launch and new classes added weekly. AWS infrastructure provides the scalability needed as the community grows, with monitoring through Firebase, New Relic, and Airbrake ensuring system health.
Launched on 19 November 2025, NKO Club represents Kendall's evolution from employee to entrepreneur—a platform built on her values, serving her community with the tools to show up for themselves day after day.
Our services included
Technical Breakdown
Built on AWS using Flutter for cross-platform mobile apps, React for admin portal, and integrated with Feed.fm for licensed music streaming, Vimeo for video delivery, and comprehensive payment systems across Apple, Google, and Stripe. Auth0 handles secure authentication whilst Firebase, New Relic, and Airbrake provide performance monitoring and error detection. The architecture supports Kendall's holistic wellness vision—uniting movement, mindset, and nutrition into a scalable ecosystem that grows with her community.