B2C · studio of health apps

How The Wellness Company grows

4 tactics and 9 figures from 1 interview.

thewellness.company

About The Wellness Company

What it is: Product studio making niche health and wellness apps for one overlapping audience
Who it's for: Health and wellness enthusiasts who track their habits with wearables
Business model: Subscription apps
Launched: 2025
Funding: bootstrapped
Outcome: ~$10.4K/month (~$120K ARR) across three apps within 10 months; 80-85% margins

As described in the interviews, not independently verified.

The Wellness Company's 4 tactics

The Wellness Company · B2C · studio of health apps

Build several small apps for the same health crowd and promote each new one to existing users

Users overlap across apps; three apps reached ~$120K a year combined

Every app targets the same health and wellness audience (cold plunge and sauna tracking, morning light, posture, and next a health data aggregator). Many Go Polar users also use SunSeek and Posture AI. When a new app launches, it is marketed to existing users of the other apps, so there is no need to build a new audience or list, and the marketing isn't cold.

Workedportfolioupsell-expansion

Starter Story · 2025-12-04

The Wellness Company · B2C · studio of health apps

Ship app after app in one studio, treating each launch as practice for the next

Second app was better built on day one than the first; no numbers

Set up The Wellness Company as a product studio because he didn't know which app would win. Launched Go Polar, then SunSeek, then Posture AI, treating each app as another repetition of building product. SunSeek was crafted better than Go Polar on day one because of the reps.

Workedportfoliofeature-development

Starter Story · 2025-12-04

The Wellness Company · B2C · studio of health apps

Let App Store search bring in users for very niche apps

Most of 20,000+ downloads came organically; no ASO details given

Most downloads come organically from App Store and organic search. No keyword or listing tactics described.

Workedasoseo

Starter Story · 2025-12-04

The Wellness Company · B2C · studio of health apps

Test app ideas as quick Lovable prototypes before building the real app

Uses Lovable to test MVP ideas before building the native iOS app (built with Claude Code and Xcode). His playbook suggests building an MVP quickly with Lovable, Replit or Bolt rather than overthinking the solution.

Unknownvalidation

Starter Story · 2025-12-04

The Wellness Company by the numbers

Metric	Value	Context	Said in
arr	USD 120K/year approximate	ARR across all three apps	Starter Story 2025-12-04 1:05
revenue	USD 10.4K/month	Total monthly revenue, all subscriptions	Starter Story 2025-12-04 1:39
revenue	USD 10K/month approximate	Host intro: three apps 'making over $10,000 a month'	Starter Story 2025-12-04 0:00
downloads	20K downloads approximate	Over 20,000 total downloads, mostly organic from the App Store and organic search	Starter Story 2025-12-04 1:39
paying users	1,500 subscribers approximate	Over 1,500 paying subscribers across the apps	Starter Story 2025-12-04 1:39
conversion rate	8% approximate	Free to paid; guest says high because the apps are niche	Starter Story 2025-12-04 1:39
retention	61%	'Day 30 free to paid retention' (likely D30 retention of paying subscribers)	Starter Story 2025-12-04 1:39
cost	USD 300/month approximate	Total tool costs	Starter Story 2025-12-04 12:16
margin	80–85% approximate	After ~$300/month tools and Apple's 15% small-business commission	Starter Story 2025-12-04 12:16

Topics

Running a portfolio of apps2 SEO and content marketing1 Upsells and expansion revenue1 App Store optimization (ASO)1 Validating an app idea before building1 Picking a niche and positioning an app1

Interviews

I make $120K/year from 3 mobile apps (The Wellness.Company Breakdown) · Starter Story · 2025-12-04