Version 10.0.7 of the TRX app was approved by Apple. Then 10.0.8, 10.0.9, and 10.0.10 moved through TestFlight.
Those were not four finished launches in two weeks. One was ready for the App Store. The next three were builds for testing. But the sequence still felt fast, especially while I was trying to understand everything around the app.
The product questions went all the way from a screen to a cardboard box.
The category pages on the website had too much empty space and not enough help for somebody trying to choose a product. We were looking at smaller banners, clearer subcategories, useful content, reviews, and a better way to measure whether people clicked through and bought something.
At the same time, physical products were still shipping with cards promising different kinds of app access. Some offers no longer matched the subscription experience we were building. The immediate answer was not glamorous: stop putting one of the confusing cards into specific boxes until the packaging could be updated.
Then there was the class library. We needed to understand what we actually had across category, duration, body focus, equipment, and the live schedule. The exercise was part product strategy and part inventory count. We could not decide what to add or make easier to find until we counted what was already there.
I liked this kind of mess. The app affected what the box promised. The box affected subscriptions. The class library affected what marketing could say.
The travel calendar touched everything too.
I flew from New York to Orange County on Monday, August 23. The return was booked for Friday. That meant missing an Apply cofounder work session because I would be on the plane. I was trying to keep one foot in the company I had started while putting most of my energy into the company I had just joined. The arrangement was possible. It was not particularly elegant.
Earlier that week, a founder I knew wrote to congratulate me on the new role. I thanked him and sent a calendar link. That was about the level of ceremony available.
Friday ended with version 10.0.10 in TestFlight and a string of flight-delay notices from Delta.
Ship the build. Fix the box. Count the classes. Get to the airport. Repeat.