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24 Digital partnered with 21:19 to design, develop and deliver The Paleo Way, a 10-week Wellness Program from Pete Evans (The Paleo Diet) and Luke Hines (Lifestyle Influencer). The platform features weight loss & fitness advice which is tailored to a Paleo lifestyle.

The Paleo Way
Health & Wellness
Discovery, User Experience, Technical Integration
We've seen 92,081 users successfully go through the program and worked closely with the 24 team to evolve and update the program based on the feedback from consumers. They delivered the project in line with the campaign launch and exceeded our expectations with the finished product.PETE EVANS - MANAGING DIRECTOR AT THE PALEO WAY

The Challenge

Pete Evans (Celebrity Chef) had an extensive content library of paleo focussed recipes, meal plans and advice, paired with a large paleo social following. He partnered with Luke Hines (Lifestyle Influencer) to develop a 10-week program focussed on health and fitness tailored to a paleo diet. They were set on creating a personalised turnkey solution that provided advice on how to pair a lifestyle of nutrition and exercise with progress and support.

Bespoke consumer program solution

The solution was a unique online program which featured complex functionality that could compete with the growing online program market. Some key features included a customisable meal planner, a recipe library, multi-currency, community member forum, printable shopping lists and module releases including work-out videos and progress tracker.

Automating processes for streamlined use

To enable the easy management and sign up of the program’s participants, we built a number of automated processes into the program. Central to this was the email nurturing component which released bespoke email content to individuals depending on their stage in the program and what services they had been tracking.



users have been through the program since launch


emails sent to subscribers


library of recipes and workouts