VitaFit — Retention & Habit Loop

From 28% Day-30 retention to a 40% target with shame-free reactivation.

Role

Product Lead (Self-driven)

Timeline

2024

Retention target

28% → 40%

Churn target

8.5% → 5.5%

Problem

Day-30 retention sat at 28% vs. a 35–45% benchmark; session frequency fell from 1.8 → 0.6/week by Month 3, and 62% of churned users cited ‘lost motivation’ on exit.

Solution

Synthesized funnel analysis, 24 customer interviews, and Strava/Duolingo/Peloton benchmarks into a 5-tier FitPoints gamification system, Tribe Challenges, and a shame-free 4-tier Soft Return System with instructor video check-ins and a Graceful Churn Protocol.

My contributions

• Ran qualitative research and JTBD synthesis end-to-end.
• Designed the gamification model, tribe mechanics, and soft-return ladder.
• Authored a 3-phase A/B rollout with guardrail metrics.

Results & learnings

• Target retention 28% → 40%, churn 8.5% → 5.5%.
• Reactivation framework adopted as the model for future lifecycle work.

Stack & methods