Natal · B2C · pregnancy and postpartum fitness app
Have your in-house expert coaches film the brand's videos
Founder says it's working well; no numbers
What they did
What happened
- Stage
- recent
In their words
How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal
Nancy Anderson… talented, very experienced coaches, DPTs, physical therapists working for me too, so it's not the Nancy show. You come in and maybe you're getting coached by Lindsay or Brittany or Athea or these other coaches that work for us who are incredible. I also didn't want to keep using my name because, one, I just don't want to be the face of the brand forever, because there's other faces and I want them to shine too, which, talk about like UGC...
Nancy AndersonI have my coaches create content for us, which I think is a way to do UGC without making it kind of that diluted way of doing it. We scope ideas from my coaches, and they shoot those, and that's been something that we're trying out, working well.
David BarnardIt maintains that authenticity because they were experienced, they know the-
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More from this episode
- Sell a program as a monthly 30-day group challenge with before/after photos100 signups in month one, 125 in month two; kept growing
- Run paid social ads before Apple's tracking changeWorked well for a couple of years, then Apple's tracking change hurt it
- Post funny, relatable personal content, not just product postsStories get ~50K views; organic beats competitors' by 90%
- Reply to every DM, comment and email with a real expert within 24 hoursTrial-to-paid ~68% vs 38% typical; not isolated
- End posts with a soft 'learn more' instead of a sales pitch
- Turn down brand deals and affiliate links to keep audience trustGives up an estimated $0.5-1M/year; benefit not measurable
- Turn the questions people keep asking in DMs into your main programOver 1M users; still the top traffic driver
- Merge several niche apps into one app users keep across life stagesLess confusion and a lower price; ARR +20% in Q1 2026
- Narrow to pre- and postnatal fitness and rename the brand away from the founder
- Ask 10-15 onboarding questions and show only content for the user's stage
- Build a new program for every client requestBiggest fail of the year: too many choices, users didn't start
- Offer a free posture check by a real expert that picks the first workout68-70% who finish it complete their first workout
- DM every new user personally and invite them to a coach-run community31% of community joiners return on day 2; no baseline
- Never give away free workouts or freebies
- 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: expert-ugc, coach-content