All work
Health
·
2025
Pulse Fitness
A subscription fitness app stuck at a plateau. Onboarding, lifecycle email and paid social rebuilt around one habit.
Key result
−34%
churn in the first 60 days
Client
Pulse Fitness
Timeline
10 weeks
Services
Lifecycle · Paid social · CRO
The story
The challenge
Pulse acquired users cheaply, but most stopped training within a month. Growth had flattened even as ad spend rose.
Our approach
We redesigned onboarding around a seven-day streak, rebuilt the lifecycle emails and shifted paid social toward people likely to keep the habit.
The result
Churn in the first 60 days fell 34%, and paid acquisition became profitable within one quarter.
“We stopped chasing installs and started keeping people. The numbers followed.”
Lena Hoffmann · VP Growth, Pulse Fitness