Nancy Anderson Fit · B2C · fitness programs brand
Sell a program as a monthly 30-day group challenge with before/after photos
100 signups in month one, 125 in month two; kept growing
What they did
What happened
- Stage
- pre-app, first online product
In their words
How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal
David BarnardVery cool.
Nancy AndersonI was like, "Wow, that's so many people." Immediately, I was like, "I need to capture before and afters. Day 1, take your picture. Day 30, send it in. Whoever wins a challenge, wins X, Y, and Z." I forget what I did, 100 bucks, or whatever it was. I had like 50 people complete it and submit these before and afters that were incredible. They had amazing transformations, and I coached them every day online in Facebook groups. I was coaching in Facebook groups back then, not in an app.
Nancy AndersonAnd then that just kind of snowballed. I was like, "Okay." I did that in January. I thought, "New Year's resolution, that'd be a good time to launch this," and then it went so well. I was like, "Let me try again in February." And in February, I had 125 sign up, and I was like, "Oh, okay, I'm going to do it again in March." And then it just kind of like snowballed. The before and afters, I used as marketing obviously, but just all organic to 5,000 followers, nothing paid, nothing sponsored. I don't even know of Instagram brand ads, honestly, back then. You know what I mean?
David BarnardYeah.
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More from this episode
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- Narrow to pre- and postnatal fitness and rename the brand away from the founder
- Have your in-house expert coaches film the brand's videosFounder says it's working well; no numbers
- Ask 10-15 onboarding questions and show only content for the user's stage
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- Offer a free posture check by a real expert that picks the first workout68-70% who finish it complete their first workout
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- Let people pay with their health savings account (HSA) at checkoutTens of thousands of dollars in two weeks, unpromoted
- Push 'spend your HSA dollars before they expire' at year end
- Drop the free trial on the monthly planMonthly subs up ~2,000%, annual +21% (founder's rough recall)
- Raise subscription pricesARR still grew 20% that quarter
- Pay influencers to post about the brand
Tags: facebook, instagram, challenge, before-after, prize, new-year, group-coaching