Amalgama Digital Innovation Consultancy

Amalgama works with health and fitness businesses building digital products, focusing on the wellbeing space. The agency's work spans naming, brand strategy and positioning, product strategy, UX research, and frontend and backend development, aimed at helping these businesses grow in the digital space.

Engagements typically begin with a diagnostic phase: UX research, stakeholder interviews, benchmarking, and trend analysis inform the direction before any code is written. From there, work moves into web and app development, including no-code builds, code audits, and QA and maintenance. Product marketing, app store support, and analytics round out the offering, covering a product's life from concept through post-launch upkeep.

Past work includes Swish 365, a tool to get players ready to train in under two minutes; Opex, which delivers individualized exercise programs and healthy lifestyle guidance; The Spinoza Lineage, a guide to safe and insightful psychedelic experiences; and Mine'd, a community built around mental upgrading. Together these projects reflect a practice centered on the wellbeing space specifically, rather than digital product work in general, with a build process that pairs research and diagnosis with hands-on development and long-term maintenance.