Build the app for shy beginners with easy, high-quality classes

Nicole Paigedoing Zumba, they just call it Zumba. And it it's so hard to find what you're looking for, and people would tell us that they would go through 5, 10, 15 videos, and they just don't have the time or patience to do that. So we really focused on high-quality content, and we did a lot of research to figure out what content it is that they wanted.

Nicole PaigeBeginner content, in the be- in the beginning, we had a lot of really varied content. We still have a lot of varied content, but we learned from users that a lot of people are looking for beginner content, because they're just getting started, they're getting back into fitness. So we started really filming a lot of high-quality beginner content that can get them started.

Nicole PaigeSo just getting the really high-quality content that users want, getting it in front of them, and guiding users to the content that they are looking for as soon as possible, so we can get them to that aha moment, which we've learned is three classes. So we see that once users get to three classes, they're much more likely to stay with us. So they really have to experience a little bit of it, and then they they stay and they love it.

Lucy LevyYeah, and just to add to the previous point regarding retention, I think one of the biggest shifts, which Nicole talked a little bit about it in the beginning, was really focusing on that audience, the beginner audience. We saw that about 70, even more

Lucy Levypercent of the people coming through onboarding were saying that they were beginners. We did research to validate that. So now really we're really focusing the product on on that beginner experience, the intensity of the classes, the complexity of the classes, to try to cater for that audience, to make them feel like they can accomplish,

Lucy Levyyou know, the workout and that they can feel as winners as they can be.