How Serfit Reduced Planning Time by 92% and Scaled Its Practice with INDYA

Javi Guerrero

Diplomado en Nutrición Humana y Dietética. Licenciado en Ciencia y Tecnología de los Alimentos. ISAK nivel 2. Máster del COE en alto rendimiento deportivo. Ph.D Nutrición Deportiva. Profesor Máster. Ponente TedX.

In the sports nutrition and strength training space, operational efficiency determines how far a business can grow. Mark Serrano, director of Serfit, transformed a manual, time-intensive workflow into an intelligent nutrition system that maximizes practitioner time and patient autonomy.

Client profile

• Professional: Mark Serrano Martinez
• Company: Serfit
• Industry: Strength Training & Sports Nutrition
• Team: 2 Nutritionists and 3 Personal Trainers
• Client Base: 110 active patients
• Time Using INDYA: 9–10 months
  

Initial situation

Before implementing INDYA, Serfit’s workflow relied heavily on manual processes and PDF-based plans. This approach created a significant operational bottleneck:

• High time investment: 5 to 8 hours (average of 390 minutes) to build a weekly plan for a single patient
  
• Slow delivery: Mark needed a full working day to deliver one personalized plan
  
• Overload from micro-adjustments: 15–20 weekly messages per patient just to handle changes or answer questions

“It took me a full day to create a personalized plan. Everything was manual, and we spent hours adjusting a single plan.”

Implementation

Serfit centralized its methodology within INDYA to automate calculations and improve the end-user experience.

1. Automated calculations: INDYA’s engine took over calorie and macronutrient adjustments, eliminating manual work
2. Patient empowerment: Through the app, patients gained the flexibility to swap meals instantly based on preferences or context
3. Smart shopping list: The dynamic grocery list became one of the most valued features, saving time and simplifying adherence

Quantified results

After 10 months, performance metrics show a dramatic optimization of the service:

1. Massive reduction in planning time (–92%)

• Standard patients: From an average of 6.5 hours to just 30 minutes.
  
• Complex cases (allergies/intolerances): Reduced to only 2 hours
  

2. Business growth: From 0 to 110 clients

Serfit scaled from zero to 110 active patients in just 11 months. The growth curve shows a steady upward trend, demonstrating the team’s ability to absorb increasing demand thanks to the time freed up.

3. Retention & Profitability

• Retention: Average client lifetime increased to 6 months, with some exceeding 9 months.
  
• Revenue impact: Process optimization enabled Serfit to increase pricing while serving a larger number of athletes with the same team

Methodology and verification

Data was collected from Serfit’s internal time-tracking records and from the growth of active patients monitored in the INDYA dashboard over an 11-month period.

Expert Insight

“INDYA allows me to adapt nutrition in real time to each person’s progress, feelings, and context—leading to better results and higher adherence.”
Mark Serrano – Director of Serfit