The fitness app
bleeding
subscribers.

The challenge

The app had strong acquisition — influencer campaigns were filling the top of the funnel. But the bucket had a hole in it. Eleven percent of subscribers cancelled every month, and the team had no model for predicting who would leave or when.

They were spending to replace churned users instead of keeping the ones they had. Unit economics were upside down.

What we did

• Built a churn prediction model using engagement signals — session frequency, feature usage depth, and support ticket patterns.
• Implemented pre-churn intervention sequences across in-app messaging and email, triggered 14 days before predicted cancellation.
• Restructured pricing to include an annual commitment discount that shifted 22% of monthly subscribers to yearly plans.
• Launched a pause-instead-of-cancel flow that recovered 31% of would-be cancellations as paused accounts.

The outcome

Monthly churn dropped from 11% to 8% — a 27% reduction that compounded into dramatically better cohort economics. Annual retention climbed from 28% to 41%, and LTV lifted 38% within two quarters.

The pause flow alone saved more revenue per month than the entire engagement cost. The CEO called it the highest-ROI project in the company's history.