2025 · Athletes
Custom macros for athletes
Calo grew on fixed plans like high protein, low carb and balanced. I led the bet that athletes would pay for a plan built around their exact numbers. It became an eight-figure product line.
- Role
- Product manager, initiative lead
- Also
- Designed the experience
- Stage
- New product line, 0 → 1
- Result
- 0 → 8-figure ARR
Opportunity
Calo's customers were mostly casual, health-minded people. To keep growing, the company wanted athletes, bodybuilders and serious lifters, a group that tracks every gram. Fixed plans couldn't serve them. Research showed they needed:
- The same macros every day, based on their own BMR
- Meals that taste good and fuel performance
- Control over the numbers themselves
What I owned
I led the initiative end to end: the problem, the scope, the roadmap and the launch. I worked with nutrition and operations to define how meals could flex to any target, and I designed the customer experience myself.
Key decision
Recommend first, let people override.
Most new users didn't know what targets fit their goal, and a blank form would lose them. Experienced lifters who have done cutting and bulking phases know their bodies. One flow serves both.
The hard part
Letting people pick any number is easy on a screen. Cooking it is not. We defined the rules that let each meal scale up or down, so every customer's day adds up to exactly what they chose.
1. We recommend a split for your goal
2. Experienced lifters can override it
3. Every meal rebalances to match
Outcome
Zero to eight-figure ARR, and a new customer segment for Calo.