Fitbod · B2C · strength training workout app
Measure retention as 3+ workouts a month, not just renewals
Unknownretentionanalytics-attribution
What they did
Retention is tracked at three levels: (1) subscription retention (did the subscriber auto-renew; takes a year to read on annual plans and includes inactive renewers), (2) cancellation retention (did they hit cancel during the period; readable monthly), and (3) workout retention, the metric they actually operate on: a subscriber must log 3+ workouts in a month to count as retained into the next month. The threshold is adjustable in the dashboard (1+, 2+, 3+, 4+) and informed by the ICP, who log about 2+ workouts a week.
- Stage
- growth
In their words
Sub Club by RevenueCat · Product Lessons From a Profitable, $20M ARR Subscription App — Jesse Venticinque, Fitbod“So underneath subscription retention, we look at cancellation retention. Did the subscriber hit the cancel button in the period or not?”
“we have a workout retention metric, which is synonymous with engagement, but like a subscriber must log three-plus workouts per month to survive to the following month.”
“Practically in the dashboard, you can change that number. I can look at one-plus, two-plus, three-plus, four-plus.”
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- Fitbod: Let subscribers share a link that gives friends 6 free workouts instead of 3Has driven users, per founder; built mainly to measure the word-of-mouth loop
- Fitbod: Spot users about to go quiet and step in before they cancel
- Fitbod: Pay non-converting trial users for 30-minute interviews; ask if a feature would make them buy
- Fitbod: Before building a fix, ask users with a quick in-app yes/no where they get stuck
- Fitbod: Invest in a blog so content brings users whose revenue funds more content
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