Glasgow Subway Crawl: Explore the City's Underground Charm

The Add Jam team set out to digitize one of Glasgow's most beloved traditions - the Sub Crawl. What started as a web-based experiment to apply learnings in digital marketing has now evolved into a full-fledged mobile application, offering both locals and tourists an immersive (and competitive) way to explore Glasgow's underground charm.

What is the Glasgow Sub Crawl?

The Glasgow Subway, Europe's third oldest underground transit system, has been the lifeblood of the city since 1896. Its unique circular design has given birth to the Sub Crawl, a local rite of passage that has captured the imagination of generations.

Traditionally, participants purchase a day ticket and embark on a journey around the subway circle, often stopping for a pint at each of the 15 stations. However, we believe the subway's true allure lies in the diverse slices of Glasgow it reveals. Each stop invites you to explore a different facet of our vibrant city, from historic landmarks to hidden gems.

Behind the scenes: From web to mobile

Our journey began with a web-based project. We started this as a bit of a creative burst between other projects and as an opportunity to apply some of our new learnings in SEO and improving discoverability of our products. The site was a fairly simple static site using Gatsby for its efficiency in building static sites and Netlify for hosting, we quickly brought the Sub Crawl concept to life online.

The site went live towards the end of Q1 2024 and right away traffic was quite impressive. Recognizing the potential for a more interactive and accessible experience, we've now launched the Glasgow Subcrawl app for both iOS and Android platforms. Developed using React Native, this cross-platform solution ensures a consistent and high-quality user experience across devices.

The Glasgow Subcrawl app

Our mobile app takes the Sub Crawl experience to new heights, offering features that cater to both seasoned Glaswegians and curious tourists:

1. Comprehensive Guide: Discover the best pubs, hidden gems, and cultural hotspots near each of the 15 subway stations.
2. Flexible Exploration: Choose your adventure - inner or outer circle - and learn about the Glasgow Subway at your own pace.
3. Event Planning: Perfect for student groups, work outings, or corporate events, the app is a handy helper when it comes to you planing and executing the ultimate Sub Crawl.
4. Accessibility Information: We believe everyone should enjoy the Sub Crawl. Find detailed accessibility information for each location.
5. Progress Tracking: Chart your achievements, track your progress, and share your Sub Crawl journey with friends.
6. Responsible Drinking: While we encourage fun, we promote safety. Use the app to pace yourself and find non-alcoholic options along the way.

Monetisation strategy

To ensure the app's sustainability and continued development, we've implemented a freemium model using Revenue Cat. While basic features are available to all users, the Glasgow Subcrawl Pro version offers enhanced functionality:

• Plan detailed Sub Crawl routes
• Add and collaborate with friends
• Real-time progress tracking
• Check-in at stops
• View comprehensive Sub Crawl history

This model allows us to maintain a high-quality, ad-free experience while providing additional value to our most engaged users.

Impact and reception

Since its launch, the Glasgow Subcrawl app has become an essential tool for both tourists and locals looking to explore the city's beating heart. It has not only digitized a beloved tradition but also contributed to the local economy by promoting Glasgow's diverse neighbourhoods and businesses.

The app has received praise for its user-friendly interface, comprehensive information, and commitment to promoting responsible exploration. It stands as a testament to Add Jam's ability to take a local concept and transform it into a polished, widely-appealing digital product.

Looking ahead

As we continue to gather user feedback and analyse app performance, we're already planning future enhancements. These may include integrating with AI for internationalisation to bring the city's history to life to a wider audience, integration with local transport APIs for real-time subway information, and partnerships with local businesses to offer exclusive deals to Sub Crawl participants.

The Glasgow Subcrawl project showcases Add Jam's expertise in web and mobile development, our deep understanding of user experience, and our ability to monetise digital products effectively. More importantly, it reflects our passion for creating technology that celebrates and enhances local culture.

Whether you're planning your first visit to Glasgow or you're a local looking to rediscover your city, download the Glasgow Subcrawl app and embark on an unforgettable journey through the heart of Scotland's largest city. Slàinte!

Interested in creating a similar app for your city or business? Add Jam have a track record of creating innovate digital experiences in travel and tourism Contact us to discuss how we can bring your ideas to life through innovative mobile app development.