Building a Community App for the Indigenous Marathon Foundation

In 2023, we partnered with the Indigenous Marathon Foundation (IMF) to build IMF RAW Connect, a mobile app for their Running and Walking program. The app connects run leaders and participants in Indigenous communities across Australia.

This project was different from our typical product builds. The users were spread across remote and urban communities. Connectivity was inconsistent. And the app needed to serve both community organisers and casual participants. Here's how we approached it.

Understanding the Problem

The IMF RAW program was growing. Run leaders across the country were managing groups through a mix of text messages, Facebook groups, and spreadsheets. The IMF had limited visibility into participation numbers. And community members had no way to connect with runners in other groups.

The core need was simple: one place for run leaders to manage their groups, for members to connect with each other, and for the IMF to see the impact of their program.

Designing for Real Users

We spent time understanding how run leaders actually worked. Many were volunteers, not tech-savvy, and managed groups of 5 to 50 people. The app needed to be simple enough that a volunteer could pick it up without training.

We designed around three user types: run leaders who manage groups and sessions, members who participate and want to connect, and the IMF team who need reporting and oversight.

Every screen went through the filter of: would a first-time user figure this out without help?

Key Technical Decisions

We built the app with cross-platform technology to cover both iOS and Android from one codebase. Given the user base, Android coverage was essential — not everyone in regional and remote communities uses iPhones.

The app integrates with Strava for users who already track their runs there. But we also built in-app recording for users who don't use third-party fitness apps. Meeting users where they are, not where we assumed they'd be.

Photo sharing was a deliberate feature. Community connection was a core goal, and photos of group runs, events, and milestones turned out to be one of the most-used features.

Challenges We Faced

Connectivity was the biggest challenge. Some RAW groups operate in areas with limited or intermittent internet access. We built the app to handle offline scenarios gracefully — data syncs when connectivity returns rather than failing silently.

User testing across geographically dispersed communities required a different approach than our usual process. We couldn't sit in a room and watch people use the app. We relied on remote sessions, feedback from run leaders, and the IMF team acting as intermediaries.

Balancing simplicity with functionality was constant. The IMF wanted reporting dashboards. Run leaders wanted session management. Members wanted social features. We had to prioritise ruthlessly for the beta and plan features for later releases.

What Robert de Castella Said

The IMF Director put it well: the app provides "a safe, free, and inclusive place for Aboriginal, Torres Strait Island, and non-Indigenous runners and walkers to connect, share stories, be inspired, get advice and training programs, and participate in running and walking events."

That quote captures what we were building for. Not a fitness tracker. A community platform that happens to involve running and walking.

Impact and Data

One of the most valuable outcomes was giving the IMF visibility into their own impact. Before the app, participation data was scattered and inconsistent. Now they have a centralised view of groups, sessions, and participation across the country.

This data helps the IMF demonstrate impact to funding bodies, identify communities that need more support, and track the growth of the program over time.

What We Learned

Purpose-driven projects require deeper empathy. You're not building for users who chose your app from an app store. You're building for people who need the tool to participate in something meaningful.

Community software is about trust. Users need to feel safe sharing, especially in cultural contexts where privacy and respect are paramount. We built with that in mind from the start.

And finally: the most impactful features aren't always the most technically interesting. Photo sharing and a simple group directory did more for community connection than any clever algorithm could.

If you're building software for a community, a not-for-profit, or an organisation with a social mission, we'd love to hear about it. These projects are some of the most rewarding work we do.