Breathwrk · B2C · breathing exercises app
Give your paying members an acquired app for free
Downloads and revenue look modest; mainly an add-on for members
Unknownpricingpartnerships
What they did
After the acquisition, Breathwrk is free for Peloton All-Access and App+ members: onboarding asks whether you are a Peloton member, members sign in and authorize, and skip the paywall. Non-members still face the paywall. The home screen now features Peloton instructors and daily classes.
What happened
Host reads Appfigures as 'pretty decent' downloads and revenue, with probably limited revenue since members don't pay; feels like an add-on rather than a standalone push
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from Breathwrk
All 9 Breathwrk tacticsMore from this episode
- Breathwrk: Build for one narrow use case instead of a broad category like meditationSold to Peloton for $2.2M after ~$200K in seed funding
- Breathwrk: Rank for the exact niche terms people search, like 'breathing exercises'Ranked well for 'breath work' and 'breathing exercises'; no numbers
- Breathwrk: Add small animations to your onboarding screensHost says it makes the app feel premium enough to charge more; no app-specific numbers
- App Masters: Add animation to your onboarding to lift conversionsClients' A/B tests show higher conversions; no numbers given
- Breathwrk: Put a quick hands-on test with a score inside onboardingHost found it engaging; no numbers
- Breathwrk: Ask about goals and preferred time, then show a 'building your plan' screen
- Breathwrk: Ask for push permission right after users pick when they want to practiceHost calls it a great way to ask; no numbers
- Breathwrk: Show the paywall before asking people to sign upHost takes it as more proof paywall-first works better; no numbers