All work Illustrative case study
Bloom · Fitness & Wellness · 2025
Turning free trials into members who stay
Funnel and lifecycle program for a boutique fitness app: onboarding redesign, pricing page tests and automated messaging that lifted trial conversion and cut churn.
- Services
- Growth strategy
- Conversion optimization
- Lifecycle email & SMS
- +57% trial-to-paid conversion
- -32% 90-day churn
- 5.1x lifecycle email ROI
The brief
Bloom had a loved product and a leaky bucket. Trials were plentiful, but only a fifth converted and a third of those left within three months. The team had a backlog of ideas and no way to tell which ones mattered.
What we did
- Diagnosis. We instrumented the funnel end to end and found that members who completed a workout in the first 48 hours converted at almost three times the rate of those who didn’t. Everything we did afterwards was about getting people to that first workout.
- Onboarding. We cut the sign-up flow from eleven screens to five and made the first screen after sign-up a ten-minute class, not a goal-setting quiz.
- Pricing. Four A/B tests on the paywall, including a plan comparison that led with the annual plan and a trial reminder that told people exactly when they’d be charged.
- Lifecycle. A messaging program across email and SMS built around behavior, not calendar dates: nudges for the first workout, a streak at day seven, a check-in when activity drops.
The outcome
Trial-to-paid conversion rose by more than half, ninety-day churn fell by a third, and lifecycle messaging now returns more than five dollars for every dollar spent on it. The team kept the instrumentation and runs its own tests today.