Sub Club by RevenueCat

David Barnard, Jacob Eiting
  • 5,0 (6)
  • TECHNOLOGIE
  • ZWEIWÖCHENTLICH

Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.

  1. Why AI Probably Won’t Kill Your App (But Ignoring It Will) — Eric Crowley, GP Bullhound

    VOR 14 STD.

    Why AI Probably Won’t Kill Your App (But Ignoring It Will) — Eric Crowley, GP Bullhound

    On the podcast, we talk with Eric about the opportunities and challenges of AI for consumer apps, what you can learn from Strava acquiring Runna, and the flawed thinking around ‘subscription fatigue’.Top Takeaways: 💸 Value Overcomes Fatigue Consumers would rather not pay for anything, but when a product delivers real value, they are happy to pay, even via subscriptions. Whether it’s training for a race, protecting memories, or learning something new, utility drives retention. Building long-term value wins every time. 🧠 Build a ‘Category Killer’ Eric identified ‘Strava for Pets’ and ‘Managing screen time and digital focus’ are opportunities for future ‘category killer’ apps. What do those two opportunities have in common? They are in categories where people are already spending a lot of money or have the opportunity to save a lot of time or money. 🤝 Build to be loved, not acquired The best M&A strategy? Build something consumers truly love. Runna didn’t sell to Strava because they planned for it, building cool features Strava didn’t have. They sold because Runna was a fantastic product that personalized running in a way that expanded the market Strava couldn’t.  ⚙️ Growth requires tough choices Conglomerates like Bending Spoons win through ruthless efficiency. They acquire apps, cut costs, and apply repeatable growth playbooks at scale. It can be controversial, but sometimes it takes an outsider to spot that the team that took an app to 1,000 users may not be the team to take it to 100,000 and beyond. 📈 AI changes discovery Search behavior is shifting, and SEO is no longer the only path to discovery. AI tools are becoming the starting point for many journeys, forcing marketers to rethink how users find and engage with products. Adapting to this shift means reimagining acquisition, not just tacking on AI features. About Eric Crowley:  👨‍💼 Partner at GP Bullhound, a global investment bank and venture capital firm. 💰 Eric leads the Consumer Subscription Software (CSS) practice, advising high-growth companies on capital raises and acquisitions—recently including AllTrails and Runna. 📊 “If you build a product that consumers truly love, strategics will come calling. It’s that emotional connection that drives outsized outcomes.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Opportunities in subscription apps[7:12] Consumers still pay when the product delivers lasting value[10:41] What Strava’s acquisition of Runna reveals about building apps that get bought[17:30] Genuine consumer love over designing for a single acquirer[19:27] Shifts in discovery forcing app marketers to rethink SEO and acquisition[28:56] Using AI to move faster, create better products, and deepen moats[32:47] How loosened restrictions could return profit margins for top apps[46:43] The next big subscription plays[52:04] Why Bending Spoons are forcing investors to rethink consumer tech[57:11] What makes the Bending Spoons model work[1:00:10] The Secondary market is changing how founders think about app exits[1:01:41] Trends, exits, and the state of the subscription app ecosystem

    1 Std. 4 Min.
  2. How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast

    29. OKT.

    How Condé Nast Experiments, Bundles, and Wins — Michael Ribero, Condé Nast

    On the podcast, I talk with Michael about the blessing and curse of having a brand, why post-purchase is the perfect upsell moment, and why partnerships are hard to pull off but can be well worth the effort. Top Takeaways:🌱Growth is Built on ValueSustainable growth comes from consistently adding value, not just short-term tactics.  Success lies in constantly evolving your product to meet users' needs. By regularly introducing new features and improving the user experience, premium products remain relevant and compelling. That value is continuous, with acquisition and retention working together to drive long-term growth. 🎯 Personalize for Retention Different users have different goals, and understanding this is key to retention. Tailor offerings to specific user needs, whether it is job seekers, hobbyists, or niche audiences. By tailoring plans and features to user intent, brands can keep their products relevant. Without this personalization, users may disengage and churn. 📊 Test to OptimizeWith hundreds of A/B tests each year, Condé Nast learns what works quickly. Data replaces debate, helping the team iterate faster. The goal is not just to optimize, it is to foster a culture of constant learning and growth. 🔄 Retention Is a Journey Churn does not always mean goodbye. Many users return later when their needs change. Offering win-back deals, fresh trials, and adding new value helps bring users back and turn them into long-term subscribers. Retention is a process, not a straight line. 🤖 AI Supports, Not LeadsAI should enhance the user experience, not overshadow it. AI’s role is to solve problems, helping users find content or personalize their experience, while staying behind the scenes. The real value is in solving the user’s needs, not in the technology itself. About Michael Ribero:  👨‍💻 SVP, Global Consumer Revenue at Condé Nast. 📈 Michael leads the subscription and growth strategies for some of the world’s most iconic media brands, including Vogue, GQ, The New Yorker, and Wired. He focuses on optimizing user engagement, experimenting with monetization strategies, and evolving the digital experiences that drive both free and paid subscriptions. 💡 "We’ve learned that true growth comes from continually adding value. Our approach isn’t just about scaling; it’s about providing lasting benefits that evolve with our users’ needs." 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Why launching a premium tier isn’t always the right move[2:51] Competing with AI-native upstarts and influencer content[5:39] Media's frenemy dynamic with platforms like Meta[8:25] Balancing free vs. paid content without eroding brand trust[11:46] How to recover from a failed paywall experiment[13:23] What bundling and post-purchase upsells look like at Condé Nast[19:41] Real-world LTV boosts from zero-CAC upsell moments[22:30] Lessons from low-priced tiers like the Washington Post’s Starter Pack[26:07] Tiering vs. focus: when a premium plan is actually a distraction

    27 Min.
  3. Buying vs. Building: Scaling Beyond a Single App — Josh Peleg, BlueThrone

    15. OKT.

    Buying vs. Building: Scaling Beyond a Single App — Josh Peleg, BlueThrone

    On the podcast I talk with Josh about red flags that tank app valuations, why subscription-only apps are leaving money on the table, and how bootstrapped founders are cashing out for millions in months, not years. Top Takeaways:🎯 Build to sell, but build smartFlipping an app in under a year is still possible, but the skill that matters most now is marketing. With AI lowering the barrier to development, distribution has become the real differentiator. Founders who master organic channels, community, and creator-driven marketing are the ones who land meaningful exits. 💰 Predictability drives valueBuyers pay more for revenue they can trust. Apps built on recurring subscriptions with strong retention and low churn are far more attractive than those relying on ads or one-time purchases. Predictable cash flow isn’t just safer, it’s worth a higher multiple. 🚩 Short-term tricks destroy long-term valueArtificially inflating numbers before a sale, such as pushing lifetime deals to boost revenue, can quickly kill a deal. Serious acquirers look for sustainable metrics, not spikes. Authentic growth, honest reporting, and healthy retention are the hallmarks of a business built to last. 🔄 Fewer and deeper betsThe age-old quality-over-quantity principle still holds. After buying nearly a hundred small apps early on, BlueThrone learned that broad portfolios don’t win. Their new playbook focuses on a handful of apps with real product-market fit, strong organic traction, and teams ready to scale into category leaders. 💡 Hybrid monetization unlocks new growthBorrowing tactics from gaming, like consumables, day passes, and rewarded ads, helps subscription apps reach more users and capture more value. These models make spending feel flexible and fair, turning a single price point into an entire revenue spectrum. About Josh Peleg:   📈 Head of Business Development and M&A at BlueThrone, one of the world’s leading app acquirers. 💡 Josh helps founders scale and exit their apps, guiding deals that range from six to eight figures. 🎮 Before joining BlueThrone, he led mergers and acquisitions in the mobile gaming industry, giving him a front-row view of how distribution and monetization strategies evolve. 🗣 “The best apps today aren’t just great products—they’re great stories. Marketing and distribution are what turn a good idea into a real business.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [0:00] Lesson learned from BlueThrone’s early “go-wide” strategy  [6:20] Why founders have to be more than great builders  [8:19] The pieces that lead to higher valuations [12:37] Five signals that can kill a deal [18:12] When (and when not) to raise [24:33] Shifting from a broad portfolio to a few deep bets  [33:15] The future of monetization [45:07] What drives the best exits in today’s acquisition market [52:00] How founders can position themselves for life-changing exits

    1 Std. 8 Min.
  4. What Subscription Apps Can Learn About Monetization From Gaming — Mathias Gredal Nørvig, Subway Surfers

    1. OKT.

    What Subscription Apps Can Learn About Monetization From Gaming — Mathias Gredal Nørvig, Subway Surfers

    On the podcast we talk with Mathias about running Subway Surfers' marketing machine on salaries, not ad spend, leaving money on the table to protect player experience, and why more apps should try rewarded ads, season passes, and other tactics from gaming. Top Takeaways: 🎨 Viral flywheels can out-perform massive paid campaigns Relying on salaries instead of ad budgets, a lean team can ship constant creative that rides cultural waves. Most experiments flop quietly, but the occasional viral hit fuels downloads across platforms and even influences app store featuring. The lesson: volume, autonomy, and cultural fluency can rival—or surpass—big-spend marketing. 🛡️ Protecting user experience is a growth strategy It’s tempting to squeeze harder on monetization, but avoiding overly aggressive tactics can pay off longer-term. By keeping the core product endlessly playable and resisting short-term optimization, teams can build evergreen engagement that compounds for over a decade. Sometimes the best ROI comes from not chasing every last dollar. 🎁 Rewarded ads expand who you can monetize Giving users the choice to watch ads in exchange for perks isn’t just a gaming trick—it’s a fairness mechanism. It allows players in tier-two and tier-three markets, who may never subscribe, to still contribute value. Apps beyond gaming can borrow this playbook to reach broader audiences without alienating core users. ⏱️ Season passes deliver transparency and trust Unlike recurring subscriptions, passes offer clear value over a fixed time window: pay once, play (or use) for the season. This structure avoids the “forgotten subscription” resentment while still generating meaningful revenue. It’s a model that translates well to utilities and lifestyle apps where usage is bursty or seasonal. 🤝 Collaborations multiply reach without heavy spend Crossovers between brands or products can reactivate lapsed users and bring in new audiences, even when no money changes hands. Like the music industry learned with features, one plus one can equal three when two strong IPs join forces. Subscription apps in adjacent niches can create the same effect. About Mathias Gredal Nørvig:  👨‍💻 CEO of SYBO, the company behind the smash hit mobile game Subway Surfers. 📈 Mathias and the small-but-mighty SYBO content marketing team have built a freemium mobile app with serious staying power. 💡“How do we entertain as many players as possible with something as available as possible, but also allow those who want to spend … money to progress or get more content to do so — without the expense of ruining the fun for the majority?” 👋 LinkedIn  Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:  [1:01] Staying power: How a subscription app like Subway Surfers achieves longevity with over 4.5 billion downloads. [4:30] Surfing the waves: How the Subway Surfers in-house creative marketing team creates and rides virality waves. [8:50] The content flywheel: How subscription apps can become self-sustaining with organic marketing. [16:27] Cash flow: What subscription apps can learn from the mobile gaming industry about alternative monetization strategies. [19:51] Paying the piper: How to balance a good user experience with when and how to require payment. [25:30] A watchful eye: The challenges of preserving brand reputation and protecting underage users in a freemium app that serves ads. [28:48] Teaming up: Avoiding cannibalization and partnering with competitors in the free-to-play space. [41:17] Day pass: How apps can experiment with consumables, day passes, and season passes to unlock new revenue opportunities.

    49 Min.
  5. Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn

    17. SEPT.

    Value-Driven Growth: LinkedIn's Billion-Dollar Subscription Strategy — Ora Levit, LinkedIn

    On the podcast we talk with Ora about LinkedIn’s value-driven growth philosophy, how they personalize experiences and plan offerings based on user intent, and the complexity of running over a thousand experiments a year. Top Takeaways: 🌱 Growth follows value The surest path to long-term growth is adding features and benefits that genuinely help people achieve their goals. Growth tactics may bring a spike, but sustainable revenue comes from a product that keeps evolving so members find new reasons to return. When value creation is continuous, acquisition and retention become self-reinforcing. 🎯 Personalize by intent Not all users are looking for the same outcome. Job seekers, small business owners, and learners need different experiences. Matching plans, features, and paywalls to their specific intent—whether expressed directly or inferred from behavior—makes the product feel relevant and worth paying for. The alternative is irrelevance, which guarantees churn. 📊 Test like a scientist Scaling experimentation changes the culture: debates give way to data. By running over a thousand tests a year, teams learn faster, spot what actually resonates, and avoid relying on intuition alone. The goal isn’t just to optimize pricing or layouts—it’s to build a habit of constant learning that compounds into growth. 🔄 Retention isn’t linear Churn doesn’t always mean goodbye. Many users return months or years later when their needs change—“boomerang” behavior that can become a meaningful revenue stream. Win-back offers, refreshed trials, and simply continuing to add new value all help capture these returning customers and turn them into long-term loyalists. 🤖 AI is a tool, not the story Artificial intelligence should quietly power better outcomes, not become the headline. Helping users write a stronger profile, find the right lead, or save time drafting a job description creates tangible value. Positioning AI as a behind-the-scenes helper keeps the focus where it belongs: solving the user’s problem. About Ora Levit:  👨‍💻 Vice President of Product Management at LinkedIn. 📈 Ora manages LinkedIn’s billion-dollar online subscription businesses, growing both the free weekly active user base and adding value for LinkedIn Premium subscribers. 💡“Our offering changes over time, and as I mentioned, we believe in value-driven growth. We add a lot of value. And so the Premium that you've seen if you subscribed two years ago is not the Premium of today. It's a very different product, and I want you to try it out.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQ Episode Highlights: [0:51] Value add: How LinkedIn centers value-driven growth in their product development. [8:40] The long game: The importance of optimizing for and measuring long-term revenue. [9:57] Pay to play: Where to draw the line between free and paid features. [17:59] Put it to the test: Ora and her team prioritize A/B testing and user feedback over internal debates about feature ideas. [23:32] Take it personally: The role of AI and LLMs in personalizing in-app experiences. [27:47] Here today (and tomorrow): Strategies for retaining users in the long term and winning back churned users. [34:52] The AI touch: LinkedIn’s philosophy on incorporating AI features to add value to their product. [39:44] Two (or three) for one: Leveraging strategic partnerships to add bundled perks to a premium subscription offering. [41:43] Pulse check: Monitoring earnings calls, reports, books, and podcasts to stay in step with the current state of the subscription app industry.

    47 Min.
  6. The Post-Attribution Playbook for Growth — Eric Seufert, Mobile Dev Memo

    3. SEPT.

    The Post-Attribution Playbook for Growth — Eric Seufert, Mobile Dev Memo

    On the podcast I talk with Eric about how measurement dysfunction paralyzes growth, why diversifying channels for the sake of diversification actually hurts performance, and the futility of trying to interpret why ads win. Top Takeaways: 📊 Broken measurement kills growth The biggest pitfall isn’t creative or channel choice—it’s disorganized measurement. When finance, product, and UA each use different models, growth stalls. The fix isn’t another dashboard; it’s alignment. Build one coherent, incrementality-aware framework everyone trusts, with clear definitions of success and outputs that meet each team’s needs. 🌊 Don’t diversify just to diversify Spreading budget across more channels feels safer but often reduces performance after integration, creative, and reporting overhead. Start with a waterfall method: max out your primary channel until ROAS hits your threshold, then move to the next. Diversify for scale or cross-channel effects—not optics. 🎲 Stop asking why an ad worked Winners often defy tidy explanations. Treat individual ad outcomes as stochastic and largely uninterpretable. Put your energy into the system: feed diverse concepts, automate prospecting/synthesis, and measure whether your process is increasing the rate of wins over time. Learn from inputs and process—not post-hoc stories about outputs. ⚡ Ship speed over certainty early You won’t have fully baked LTV or incrementality in week one. Push spend methodically: kill obvious losers immediately, let plausible winners age, track cohort ROAS at day-7/30/60, and widen budgets as curves support it. Iterative frontier-pushing beats premature “terminal LTV” guesswork. 🧩 Engineer better signals Algorithms optimize to the signals you send. Create intentional, high-intent events (light “hurdles” that correlate with LTV) and send those back to platforms. Better signals shift spend toward durable users and compound efficiency, especially as automation on major platforms accelerates. About Eric Seufert: 👨‍💻 Quantitative marketer, media strategist, investor, and author. 📈 Eric shares expert advice on the Mobile Dev Memo blog and is an investor at Heracles Capital. 💡 “The way I approach creative testing is trying to identify losers as quickly as possible. The winners take time to prove out, but the losers are pretty quick to prove out.” 👋 LinkedIn Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:  [1:00] Intelligent design: How to effectively incorporate AI into your business strategy. [4:52] I, Robot: Machine learning =/= generative AI. [8:36] AI Pitfalls: AI works best for automating tasks and coming up with ideas — not generating brilliant creative assets. [17:29] Predictive AI: Brand-specific, full-fidelity video ads generated by AI could be a reality within 18 months. [33:25] Risky business: How to effectively diversify across advertising channels to optimize ROAS-adjusted spend. [37:43] Measure of success: Above all, make sure your measurement system is coherent and has cross-team alignment. [42:04] Tortoise vs. hare: To balance speed and efficiency, identify your ad “losers” as quickly as possible. [44:43] Missed opportunity: Good marketing comes down to embracing some uncertainty and minimizing the rest. [49:23] Human touch: Why generative AI creative tools probably aren’t a worthwhile investment right now.

    55 Min.
  7. Signal Engineering: Strategic Data Filtering for Better Ad Performance — Thomas Petit, Independent Consultant

    20. AUG.

    Signal Engineering: Strategic Data Filtering for Better Ad Performance — Thomas Petit, Independent Consultant

    On the podcast I talk with Thomas about using signal engineering to optimize ad spend, how AI is changing creative testing, and why most people should avoid app2web… for now. Top Takeaways: 🧠 The biggest AI opportunity in ads is smarter analysis, not faster production AI is now good enough to produce ad-quality video and variants at scale — but that’s where 95% of the industry focus stops. The underused frontier is AI for analysis: spotting winning hooks, predicting performance, and even pre-testing creatives with “AI humans” before spend. The teams that combine rapid AI production with AI-driven analysis can iterate faster and scale what works more reliably. 🔍 Signal engineering starts with fixing broken data If the events you send to ad networks are inaccurate or poorly mapped, you’re sabotaging the algorithms. First step: make sure event counts match internal analytics within ~5–10% (not 30–50%). Then move from “normal” to “sophisticated” by filtering for quality — for example, optimizing to high-LTV trial signups instead of all trials — and sending value-adjusted revenue that reflects predicted LTV, not just day-one spend. ⚖️ Balance exploitation of winners with exploration of new concepts When a creative crushes it, it’s tempting to flood your account with variations. But over-reliance on a single concept speeds fatigue and leaves you exposed when performance drops. Keep iterating on winners and testing new hooks in parallel — especially on fast-moving platforms like TikTok, where trends expire in weeks. 🌐 App-to-web works best for big brands with deep resources Moving checkout to the web can bypass app store fees, but it’s a high-commitment experiment. Success usually requires brand trust, team bandwidth, and a well-tested flow — often with different plan structures than in-app. For most smaller teams, the opportunity cost outweighs the benefit. “Saying no to good ideas” is often the smarter prioritization. 💳 Hybrid monetization is powerful, but not plug-and-play Combining subscriptions with one-time or usage-based purchases can capture more revenue from different segments — especially for AI-powered apps with real compute costs. But designing it to avoid cannibalizing subscriptions is complex. Treat hybrid as a later-stage lever: exhaust easier wins in pricing, packaging, and paywall optimization first, then experiment, possibly starting with Android or non-US markets.  About Thomas Petit:  👨‍💻 Independent app growth consultant helping subscription apps like Lingokids, Deezer, and Mojo. 📈 Thomas is passionate about helping subscription apps optimize their ad spend and increase ROI through smarter testing. 💡 “The whole idea of signal engineering and optimization of the data that you're sending back is: send the network something better, and they're gonna do a better job. They are doing a better job — it's you who are not doing yours.” 👋  LinkedIn Follow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:  [1:21] Testing smarter: How AI may be changing the game for testing ads. [13:09] Untangling the web: App-to-web can work for some, but it’s not a slam dunk. [21:19] Hedge your bets: The benefits of moving away from subscription-only and embracing hybrid monetization strategies. [26:50] Going global: When and why to consider experimenting with hybrid monetization outside the US. [31:15] Signal vs. noise: The signal engineering framework for sending the most valuable user interaction data to ad platforms. [44:47] Multi-platform: Optimizing your data and event mapping for multiple ad networks. [53:01] Low-hanging fruit: Scoring easy wins with signal engineering. [1:08:04] Hands-off: Why ad networks likely won’t (and maybe shouldn’t?) implement built-in signal engineering tools for app marketers. [1:14:05] Going deep: Advanced signal engineering techniques. [1:26:09] Volume vs. quality: Why sending fewer events to ad networks may actually yield better results.

    1 Std. 33 Min.
  8. Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba

    6. AUG.

    Optimizing Funnels, Pricing, and Retention at Zumba — Nicole Page & Lucy Levy, Zumba

    On the podcast I talk with Lucy and Nicole about how customer-driven iteration led Zumba from VHS tapes in 2001 to launching an app in 2024, their app2web experiments that boosted LTV by 17%, and how they are able to charge for content when countless Zumba classes are available for free on YouTube. Top Takeaways: 🗣️ Listening has driven 24 years of product evolution Every Zumba breakthrough — from instructor certifications born out of VHS buyer calls, to an app tailored for shy beginners — came directly from customer insights. The roadmap is data-led, not intuition-driven, ensuring they're always building what users genuinely want. 🎯 Subscribers pay for structured programs, not endless content Zumba realized users were overwhelmed by free YouTube videos. By creating curated, goal-oriented programs, subscribers now watch twice as many videos and retention doubled. People will pay for guidance and curation — not just more content. 🚀 Your growth ceiling depends on beginner retention With 70% of new users identifying as beginners, Zumba redesigned onboarding and UX to quickly move them toward completing three classes. Annual-plan signups reached 60%, and churn dropped dramatically. Early milestones for beginners unlock long-term growth. 🌐 Web checkout can lower conversion yet raise revenue Zumba shifted paywall taps to a simplified web checkout with Apple Pay and Google Pay. Immediate conversions dropped 25%, but higher annual plans, better retention, and no store fees drove a 17% lift in LTV. Optimize for long-term value, not just instant conversions. 🔁 Speed of iteration beats legacy processes every time Zumba’s lean, agile team tests and pivots relentlessly — from paywall pricing to removing unsuccessful features. Daily checks in Mixpanel dictate what scales or what’s cut. Moving quickly and iterating beats established practices and keeps growth steady. About Nicole Page & Lucy Levy: 📱 Nicole Page is Senior Product Manager at Zumba, leading app development with a focus on user research and fast iteration. From onboarding experiments to web-first paywalls, she brings a data-driven mindset to every launch. 💡 “Every launch is a hypothesis we’re testing, and we’re never afraid to pivot if the numbers tell us to.” 👋 Nicole 🚀 Lucy Levy is Chief Consumer Officer at Zumba, guiding the brand from VHS to app, boosting LTV 17% along the way with innovative strategies and beginner-focused design. 🌍 Together, they’re modernizing Zumba’s global community. 👋 Lucy Follow us on X:  David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights: [00:02:44] From VHS to app store: How three Albertos turned dance fitness into a global brand. [00:06:26] Community is the product: Why Zumba built its business around instructors, not just workouts. [00:11:01] Research at scale: How hundreds of interviews revealed why “The Shy Beginner” is their most important user. [00:14:30] Better churn than never: Why people leaving the app for live classes still counts as a win. [00:15:54] Can’t compete with free? Yes you can: The Zumba app’s curated programs outperform YouTube. [00:17:25] Double the value: Adding structured programs led to twice the content engagement and better retention. [00:20:04] Cracking community: Why their first chat-based social feature failed and what they’re planning next. [00:22:56] Test everything: Zumba’s app team operates with a growth mindset inside a 24-year-old company. [00:25:22] Data before breakfast: Why daily Mixpanel check-ins drive fast iteration and culture change. [00:26:09] App-to-web win: How a 25% drop in conversion still led to a 17% lift in LTV. [00:30:19] Checkout optimization: Using Stripe, Apple Pay, and Google Pay to simplify the paywall experience. [00:35:07] Push, don’t annoy: The team’s smart notification timing strategy based on user habits. [00:38:44] Beginner, please: 75% of users identify as new to fitness, so the app is built just for them. [00:39:01] Add friction, raise conversion: How a longer onboarding flow improved paywall success. [00:40:51] One class to hook them: Why Zumba offers just one free class before locking the app. [00:43:25] Three’s the magic number: Users who complete three classes are much more likely to stick. [00:44:56] No trial, no problem: Ditching the monthly trial increased upfront revenue and annual plan adoption.

    48 Min.
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Interviews with the experts behind the biggest apps in the App Store. Hosts David Barnard and Jacob Eiting dive deep to unlock insights, strategies, and stories that you can use to carve out your slice of the 'trillion-dollar App Store opportunity'.

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  • Erstellt von
    David Barnard, Jacob Eiting
  • Jahre aktiv
    2020 - 2025
  • Folgen
    141
  • Bewertung
    Unbedenklich
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    © 2023 RevenueCat
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    Sub Club by RevenueCat

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