Natal · B2C · pregnancy and postpartum fitness app
Drop the free trial on the monthly plan
Monthly subs up ~2,000%, annual +21% (founder's rough recall)
Workedpaywallpricing
What they did
After hearing Zumba on Sub Club, removed the free trial from the monthly option (trial kept on annual). Made permanent.
What happened
Monthly subs +2,000%, quarterly +46%, annual +21% (approximate, 'I think').
- Stage
- last year
In their words
Sub Club by RevenueCat · How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal“You had Zumba on, and they talked about removing the free trial from the monthly option.”
“I think our monthly subs went up by 2,000% and our quarterly went up by 46%, our annual went up by 21%”
“That's what we've continued to do, and we adapted that as a permanent offering.”
Related topics
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More from this episode
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- Nancy Anderson Fit: Run paid social ads before Apple's tracking changeWorked well for a couple of years, then Apple's tracking change hurt it
- Natal: Post funny, relatable personal content, not just product postsStories get ~50K views; organic beats competitors' by 90%
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- Natal: End posts with a soft 'learn more' instead of a sales pitch
- Natal: Turn down brand deals and affiliate links to keep audience trustGives up an estimated $0.5-1M/year; benefit not measurable
- Nancy Anderson Fit: Turn the questions people keep asking in DMs into your main programOver 1M users; still the top traffic driver
- Natal: Merge several niche apps into one app users keep across life stagesLess confusion and a lower price; ARR +20% in Q1 2026
- Natal: Narrow to pre- and postnatal fitness and rename the brand away from the founder
- Natal: Have your in-house expert coaches film the brand's videosFounder says it's working well; no numbers
- Natal: Ask 10-15 onboarding questions and show only content for the user's stage
- Natal: Build a new program for every client requestBiggest fail of the year: too many choices, users didn't start
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- Natal: DM every new user personally and invite them to a coach-run community31% of community joiners return on day 2; no baseline
- Natal: Never give away free workouts or freebies
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- Natal: Push 'spend your HSA dollars before they expire' at year end
- Natal: Raise subscription pricesARR still grew 20% that quarter
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