Kendall Toole built a following of more than two million people as a Peloton instructor, known for pairing hard training with open conversations about mental health. When she left in 2024, a twelve-month non-compete meant she could not build her own product until it expired, leaving roughly five months to design, build and launch before her planned November 2025 date. She did not want another workout app. She wanted a holistic wellness platform - movement, mindset and nutrition in one place - built to her standards and ready for a launch-day audience in the millions.
How we built Kendall Toole's holistic wellness platform - movement, mindset and nutrition - in five months
A Country Club for Misfits
PixelForce designed and built NKO Club, the wellness platform from former Peloton instructor Kendall Toole. Six training modalities, a daily mindset practice and a full nutrition system, delivered across iOS, Android and web and launched to her audience in five months.
Concept to launch 5 months
Members in 24 hours 10,000+
Training modalities 6
The Problem
The Solution
PixelForce designed and built NKO Club as a wellness platform spanning six training modalities, a daily gratitude practice and a full nutrition system, delivered across iOS, Android and web from a single Flutter codebase. Licensed major-label music, secure subscription billing and an auto-scaling backend were built to hold a launch-day surge.
The Outcome
NKO Club launched on schedule in November 2025 and drew more than 10,000 members within 24 hours. It opened with over fifty workouts across six modalities and a weekly release cadence, delivering the production quality Kendall's audience expected while embodying her movement, mindset and nutrition philosophy.
From Peloton instructor to founder
Kendall Toole spent years as one of Peloton's most recognisable instructors, building an audience of more than two million people around a simple idea: that fitness and mental health belong in the same conversation. Her classes paired boxing and cycling with candid talk about anxiety and resilience, captured in the phrase that became her brand - Never Knocked Out.
When she left Peloton in 2024, a non-compete clause meant she could not launch a competing product for twelve months. That left a narrow window - roughly five months of build time before her target launch in November 2025 - to bring an ambitious idea to life: a country club for misfits, a holistic wellness platform combining movement, mindset and nutrition, ready to open to an audience of millions on day one.
A five-month window
The non-compete left roughly one quarter to design, build, test and launch a complete platform - six modalities, licensed music, recipes and a mindset practice - with a fixed launch date and no room to slip.
More than a workout app
The brief was holistic wellness: movement, mindset and nutrition in one product. Each pillar - training, a daily gratitude practice, professionally formulated recipes - had to feel first-class, not bolted on.
Music without the licensing risk
Kendall's classes were built on commercial music. Delivering major-label tracks legally inside workouts meant integrating a licensed streaming pipeline rather than risking takedowns.
Ready for a launch-day surge
An audience of more than two million arriving at once demanded infrastructure that could scale instantly and hold through the opening hours, not degrade under the load it was built for.
Bringing NKO Club to life meant working closely across the distance between PixelForce in Adelaide and Kendall's team in the United States. Remote workshops and shared tools kept both teams aligned on her vision, with continuous feedback and iterative design driving the build - and the platform launched on schedule across iOS, Android and web.
Hinney Lo Founder & CEO, PixelForce
How our workshops workA fixed launch date changes how you scope. The discovery workshop was about deciding, together, exactly what version one had to be, and being disciplined enough to leave everything else for the weekly releases that followed.
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Scoping to an immovable date
The engagement followed the PixelForce path - a discovery workshop to lock scope against the fixed launch date, scoping and design, then a fixed-scope build, quality assurance and release. With a compressed timeline and no slack, sequencing was the whole game: agreeing exactly what version one needed, and what could wait for the weekly release cadence after launch.
A cross-platform build in Flutter delivered native-quality iOS and Android from one codebase, with web sign-up alongside. Workouts were organised into six modalities - cycling, strength, boxing, Pilates, stretching and breathwork - available as structured Programs and on-demand sessions. Kendall's signature music energy was preserved by integrating a licensed music service, so major-label tracks played legally inside classes.
Beyond movement, the platform carried a daily gratitude journal and a nutrition system with macronutrient tracking and an automatic grocery-list builder. Subscription billing spanned the App Store, Google Play and web, and an auto-scaling backend with real-time monitoring was provisioned to absorb the launch-day surge. A React admin portal let Kendall's team publish and schedule content without a developer in the loop.
Movement · Mindset · Nutrition
Six modalities • Licensed music • Daily gratitude • Macro-tracked recipes
A country club for misfits, built to open at scale.
Six ways to move, one club
Cycling, strength, boxing, Pilates, stretching and breathwork - as structured Programs and on-demand sessions - alongside a daily mindset practice and a full recipe library, all in one app.
- Six modalities, two formats
- Licensed music, built in
- A daily mindset practice
- Nutrition, not guesswork
- Built for the surge
- Content control in one place
01 06
Six modalities, two formats
Cycling, strength, boxing, Pilates, stretching and breathwork, each available as a guided Program or an on-demand session, so members can follow a structured path or train on their own terms.
02 06
Licensed music, built in
A licensed music service delivers major-label tracks inside classes across curated stations, preserving the music energy Kendall was known for without licensing risk.
03 06
A daily mindset practice
A gratitude journal with a rotating library of prompts invites members to note what they are grateful for each day, making mental fitness a daily ritual alongside training.
04 06
Nutrition, not guesswork
Professionally formulated recipes carry full macronutrient information with flexible display options, and an automatic grocery-list builder organises ingredients by aisle.
05 06
Built for the surge
An auto-scaling backend with real-time monitoring and alerting was provisioned for launch day, so the platform held as an audience of more than two million arrived at once.
06 06
Content control in one place
A React admin portal lets Kendall's team upload video, manage metadata and schedule releases, sustaining a weekly cadence of new classes without engineering support.
The services behind NKO Club
Frequently Asked Questions
NKO Club - short for Never Knocked Out - is a holistic wellness platform from former Peloton instructor Kendall Toole, combining movement, mindset and nutrition. PixelForce designed and built it across iOS, Android and web.
NKO Club went from concept to launch on a production-ready framework. Timelines depend on scope, but the framework removes months of foundational work.
Yes. NKO Club integrates a licensed music service so major-label tracks play legally inside workouts. We design the music pipeline as part of the build.
Yes. NKO Club was provisioned on auto-scaling infrastructure with real-time monitoring, and drew more than 10,000 members in its first 24 hours without degrading. A creator launch is a load event rather than a gradual ramp, so the infrastructure is sized for the first day, not the first month.
Yes. A cross-platform Flutter codebase delivers native-quality iOS and Android together, with web sign-up alongside.
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