Natal · B2C · pregnancy and postpartum fitness app
Offer a free posture check by a real expert that picks the first workout
68-70% who finish it complete their first workout
Workedproduct-activation
What they did
Postpartum users (based on time since birth) can submit a posture assessment reviewed by a real expert (not AI), which recommends a starting program and custom routines. Free without a trial but not promoted, to avoid overloading coaches under the 24h rule; promoted organically in Stories only. Possible future lead magnet / paid ad angle.
What happened
68-70% of those who complete it go on to complete their first workout.
- Stage
- Launch (launched ~2 months before episode)
In their words
Sub Club by RevenueCat · How Removing the Free Trial Grew Monthly Subs 2000% – Nancy Anderson, Natal“One that we've done recently is a posture assessment where they can come in and get their posture analyzed by an expert, real person, not AI, and it tells them what they need to work on”
“we actually released the posture assessment to be free, so you can download the app and you can just do it for free”
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 this episode
- Nancy Anderson Fit: Sell a program as a monthly 30-day group challenge with before/after photos100 signups in month one, 125 in month two; kept growing
- 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%
- Natal: Reply to every DM, comment and email with a real expert within 24 hoursTrial-to-paid ~68% vs 38% typical; not isolated
- 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
- 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
- Natal: Let people pay with their health savings account (HSA) at checkoutTens of thousands of dollars in two weeks, unpromoted
- Natal: Push 'spend your HSA dollars before they expire' at year end
- Natal: Drop the free trial on the monthly planMonthly subs up ~2,000%, annual +21% (founder's rough recall)
- Natal: Raise subscription pricesARR still grew 20% that quarter
- Natal: Pay influencers to post about the brand