We discovered a similar tension at my company Caliber. We started as a remote fitness & nutrition coaching program, and quickly learned that there's a limited number of people in-market for 1-on-1 coaching at any point in time. The approach we've taken is to borrow from the B2B SaaS GTM playbook and take our app completely free, allowing us to reach a much larger addressable market (we estimate 410MM English-speaking consumers in-market for a workout and nutrition tracking app) and then use the app as a lead-gen vehicle to win people to coaching over time. It's working.
And the added benefit is that a large footprint of engaged app users opens up a world of monetization opportunities beyond coaching. Most heartening is that we're helping people who never pay us anything get started with and sustain a fitness routine over time (our average free app user completes 12 workouts a month, retains at 3x the category average in fitness, and achieves a 20% improvement in their measured strength by Week 12).
Great article.
Consumer health only appeals to the tail ends of the bell curve, the sickest and the healthiest.
Solving for administrative tasks is the entry point to the sedentary middle class
https://healthapiguy.substack.com/p/indiana-jones-and-the-personal-health?s=w
We discovered a similar tension at my company Caliber. We started as a remote fitness & nutrition coaching program, and quickly learned that there's a limited number of people in-market for 1-on-1 coaching at any point in time. The approach we've taken is to borrow from the B2B SaaS GTM playbook and take our app completely free, allowing us to reach a much larger addressable market (we estimate 410MM English-speaking consumers in-market for a workout and nutrition tracking app) and then use the app as a lead-gen vehicle to win people to coaching over time. It's working.
And the added benefit is that a large footprint of engaged app users opens up a world of monetization opportunities beyond coaching. Most heartening is that we're helping people who never pay us anything get started with and sustain a fitness routine over time (our average free app user completes 12 workouts a month, retains at 3x the category average in fitness, and achieves a 20% improvement in their measured strength by Week 12).