Nancy Anderson Fit · B2C · fitness programs brand
Run paid social ads before Apple's tracking change
Worked well for a couple of years, then Apple's tracking change hurt it
What they did
What happened
- Stage
- growth
In their words
How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal
Nancy AndersonIt's really hard. And it's confusing for the user, which creates kind of like decision fatigue, and they're like, "I don't know which app to go to. What do I do?" So yeah.
Nancy AndersonSo then I did white-label apps. And then eventually, a little over a year ago, we finally launched our first custom fitness application, which is one ecosystem that everything else lives into. Those other apps still live, and we still service them, and there's clients on those apps that we still coach every day, but we're just not actively investing on growing those anymore. We're just kind of servicing them as they are and maintaining them. And then Natal, which is our custom application we launched about a year and a half ago, and that's kind of was the evolution. Through that time period, my following on social media, TikTok, Instagram, Facebook, whatever, grew and grew and grew. A few years in, we started doing paid ads, which killed it out of the gate for a couple years until they did that big update, which kind of hamstrung everyone.
David BarnardOh, ATT?
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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
- 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
- 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
- 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: meta, att