What it takes to scale subscription revenue for health & fitness brands

Here's the thing about selling supplements and fitness products on subscription: your customers need months of consistent use to see results, but they'll cancel after order two if you don't give them a reason to stay.

That tension—between how your products actually work and what customers expect—is why generic subscription platforms fall short for health and fitness brands.

Supplements don't work in 30 days—but customers expect results anyway

Here's the fundamental challenge every supplement brand faces: your products need consistent use over time to show real results. But most customers cancel before giving them a chance to work.

The product isn't failing—customers just haven't given it enough time. Protein synthesis requires consistent training cycles. Hormone balance supplements need months of consistent use.

The brands winning at retention aren't just selling products—they're managing expectations and rewarding patience.

Your promo calendar is killing your subscriptions

Health brands run aggressive promotions. Flash sales. BFCM discounts. New customer offers. And every time you do, subscribers notice.

When new customers get 40% off and loyal subscribers are paying full price, they cancel and re-subscribe. Or worse—they cancel and buy from someone else running a better promo.

The solution isn't fewer promotions. It's building a subscription program that automatically rewards loyalty at every stage, so subscribers never feel like they're missing out.

Failed payments are a bigger problem than you think

Here's a number that should keep you up at night: involuntary churn (failed payments, expired cards) accounts for 20-40% of total subscriber losses.

Your customer wanted to stay. They liked your product. But their card expired, or they had insufficient funds on billing day, and basic retry logic gave up after 2-3 attempts.

For health and fitness brands with higher-ticket subscriptions—protein bundles, comprehensive supplement stacks, fitness memberships—every recovered payment matters significantly more.

Complex products need flexible management

You're not selling a single SKU. You're selling:

• Starter kits that transition to refills
• Bundles with multiple flavors or variants
• Digital memberships alongside physical products
• Prepaid packages for committed customers

If your subscription platform can't handle these complexities without custom development, you're either limiting your product strategy or drowning your support team in manual work.

How Loop does it

Loop Flows (automation engine)

Loop Flows trigger actions based on subscriber behavior—no code required.

Health & fitness brand examples:

• Milestone rewards: At order 3, automatically apply an additional 5% discount. At order 6, unlock a free gift. TruHeight uses this exact strategy to keep subscribers engaged through the critical window where results happen.
• Starter-to-refill transitions: When a customer buys an expensive starter kit, Loop Flows automatically swap it for the lower-cost refill SKU on subsequent orders. No manual intervention, no customer confusion.
• Risk-based interventions: Identify subscribers who've skipped multiple orders and trigger targeted re-engagement before they cancel.

Livingood Daily used Loop Flows to set up a rewards system that adds an extra 5% discount on top of their existing 15% subscription discount—totaling 20%—automatically applied on the third order. Setting this up took less than a minute using IF-THEN conditions.

Cancellation flows that actually save subscribers

Loop's cancellation flows work in three steps:

Step 1: Benefits page. Remind them what they're giving up—upcoming rewards, progress toward goals, the science behind why results take time. Dr. Livingood recorded a personalized video message for this page explaining the long-term health benefits of consistency.

Step 2: Reason survey. "Too much product" is different from "too expensive." Generic offers ignore this distinction; Loop responds to it.

Step 3: Personalized offer based on the reason:

• "Too much product" → Skip or reduce frequency
• "Too expensive" → Discount scaled to lifetime value
• "Not seeing results" → Educational content about expected timelines
• "Need a break" → Pause instead of cancel

Four Sigmatic took this further. Instead of offering a single retention discount, they implemented Loop's multiple offer feature—presenting three simultaneous options (discount, free product, free merchandise) and letting subscribers choose what appeals to them most. Their save rate increased 90%.

Smart dunning (payment recovery)

Loop's smart dunning includes:

• Up to 15 intelligent retry attempts with algorithm-determined optimal timing based on failure type
• Silent retries that happen in the background without bombarding customers with notifications
• Payday-aware timing that aligns retry attempts with when customers are likely to have funds
• One-click card updates directly from email—no login required
• Skip instead of cancel option when retries fail, giving you another chance on the next billing cycle

The Patch Brand integrated Loop's dunning events with Attentive to trigger SMS recovery campaigns. When a payment fails, customers get a text with a direct link to update their card—meeting them where they actually are.

Customer portal

Loop's customer portal offers passwordless login and full self-service: swap products, change variants, skip orders, adjust frequency, add one-time items, and see rewards progress.

For supplement brands, this is where you win or lose subscribers. TruHeight transformed their portal into a retention machine:

• Social proof through testimonials and user-generated content
• Educational content about expected results timelines
• Custom upsell sections for complementary products
• Banners showing upcoming rewards to encourage order completion

Everything customized to match their brand identity without touching code.

Bundle builder

Health and fitness customers don't want one product. They want stacks, routines, and systems.

Loop's bundle builder lets you set minimum/maximum items, allow multiple variants within a single bundle, and apply tiered discounts (higher savings for larger bundles). Everything shows as one clean bundle in the portal.

For brands selling comprehensive supplement programs—like daily vitamins plus protein plus recovery—this eliminates the chaos of managing multiple separate subscriptions.

Zero-CAC upsells

Your existing subscribers are your most valuable customers. Loop's upsell features show personalized recommendations in the portal and pre-shipment based on purchase history and current subscription contents.

Good Protein uses upsells to recommend complementary products—like adding a plant-based collagen booster to protein subscribers. Revenue growth without additional acquisition cost.

See it in action: health & fitness brands using Loop

Livingood Daily — 80% churn reduction

What they sell: Supplements, coaching, and digital memberships from Dr. Blake Livingood's health platform.

The scale: ~130,000 active subscribers—one of the largest supplement subscriber bases on Shopify.

The problem: Before migrating, Livingood Daily faced several challenges with their previous subscription platform:

• Slow, unavailable support with canned responses
• Limited cancellation flow customization
• Customer portal that generated high support ticket volume
• No ability to offer targeted discounts based on subscriber segments

How they implemented Loop:

Exit survey analysis: They set up comprehensive exit surveys and analyzed cancellation reasons across different dimensions. The top two reasons: "Already have enough stock" and "Too expensive to continue."

Founder-led retention video: Dr. Livingood recorded a personalized video message explaining the long-term health benefits of consistency. This video appears in the cancellation flow for subscribers attempting to cancel after 2-4 orders.

Gamified milestone rewards: Using Loop Flows, they created an automated rewards system:

• 5% additional discount (totaling 20% off) automatically applied on order 3
• Secondary milestone reward for subscribers completing 6 orders
• Portal banners showing progress toward next reward

Personalized portal banners: Motivational messages shown only to subscribers who completed 2 orders, encouraging them to continue even if they had product on hand.

The results:

• Churn reduced from 10% to 2.26% 
• 40% subscription revenue growth compared to the same period on their previous platform
• 9% increase in subscribers completing 5-10 orders
• ~4% of at-risk subscribers now opting for alternative actions (skip, pause, delay) instead of canceling

The migration: Loop migrated all 130,000 subscribers with zero missed orders or double charges.

Read the full Livingood Daily case study →

TruHeight — 314% subscriber growth through gamification

What they sell: Height growth supplements for children and teens—a product category that absolutely requires consistent, long-term use to show results.

The problem: TruHeight migrated from their legacy subscription platform in 2023 facing two major challenges:

• High churn due to customers expecting immediate results from supplements that take time to work
• Significant revenue loss from failed payments without a robust recovery system

How they implemented Loop:

Analytics-driven reward timing: Inside Loop's cancellation analytics, TruHeight discovered that most cancellations happened after subscribers completed 2 orders. Based on this insight, they designed rewards specifically for this critical moment.

Tiered discount automation:

• 15% off initial subscription
• Additional 10% discount on second order
• Free T-shirt reward on third order
• Higher automated discounts at orders 4 and 7

Portal transformation: TruHeight extensively customized their customer portal:

• Social proof through customer testimonials
• Educational content about expected results timeline
• Clear messaging: "For visible and lasting results, take TruHeight monthly for at least 3-6 months"
• Reward banners showing what subscribers unlock by continuing

Smart dunning implementation: TruHeight configured Loop's dunning system to maximize payment recovery, resulting in a 20% revenue increase from recovered payments alone.

The results:

• 314% growth in active subscribers within 12 months
• 20% revenue increase from payment recovery
• Significant reduction in support tickets due to self-service portal

Read the full TruHeight case study →

Good Protein — 400% growth by fixing pricing and retention

What they sell: Plant-based protein shakes and healthy wellness products in Canada, with a French-speaking customer base.

The problem: Before Loop, Good Protein was struggling with their former subscription provider:

• 15% monthly churn rate eating into growth
• Inflexible pricing that prevented personalized promotions
• No multilingual support for their French-Canadian audience
• Limited cancellation flow personalization

How they implemented Loop:

Strategic dual-pricing: Good Protein implemented an aggressive-but-sustainable pricing strategy:

• 40% off first subscription order (substantial enough to drive conversion)
• 20% off all subsequent orders (sustainable for long-term retention)

Gamified rewards journey:

• Free plant-based collagen booster on second order
• Flexibility to change flavors and collect rewards along the way
• Progress visibility in customer portal

Multilingual customer portal: Loop's portal allows seamless translation, providing a native experience for Good Protein's French-speaking subscribers.

Personalized cancellation flows: Custom retention offers based on customer history and segment.

The results:

• 400% subscriber growth in 4 months
• Churn reduced from 15% to approximately 5% 
• Successful expansion to French-Canadian market

Read the full Good Protein case study →

Four Sigmatic — 90% save rate increase through customer choice

What they sell: Mushroom coffee, plant protein, and adaptogenic wellness products.

The problem: Like many supplement brands, Four Sigmatic was using a single retention offer—"here's 20% off to stay"—that felt like pressure rather than value.

How they implemented Loop:

In April 2025, Four Sigmatic implemented Loop's multiple offer feature, replacing their single retention discount with three simultaneous options:

• Discount offers
• Free product offers
• Free merchandise offers

Subscribers choose what appeals to them most rather than feeling pressured into accepting whatever discount the brand decides to offer.

The results:

• 90% increase in subscription save rate within 4 months
• Higher customer satisfaction with the retention experience
• Better data on what retention offers actually resonate with different customer segments

The insight: The most effective retention strategy isn't finding the perfect single offer—it's giving customers choice and letting them decide what works for them.

Read the full Four Sigmatic case study →

S'moo — reducing churn for hormone balance supplements

What they sell: Hormone balance supplements like Ovary Good, designed for women dealing with PCOS, PMS, fertility challenges, and menopause.

The problem: Before migrating to Loop, S'moo was dealing with ~12% monthly churn—a significant revenue leak for a brand built on recurring subscriptions.

How they implemented Loop:

Exit survey with targeted alternatives: S'moo set up a detailed exit survey with 6 cancellation reasons, each triggering a specific alternative action:

• "Not satisfied with product quality" → educational content and support
• "Already have enough stock" → skip or delay option
• "Too expensive" → discount offer
• "Want a different product" → swap option

Engaging cancellation content: S'moo embedded a GIF in their subscription benefits screen—adding personality and stopping subscribers mid-cancellation to reconsider.

Swap functionality: By enabling easy product swaps, S'moo prevented 3% of total cancellations from subscribers who just wanted variety, not departure.

The results:

• Churn reduced from 11% to 7% 
• 3% of cancellations prevented through swap option alone

Read the full S'moo case study →

What health & fitness brands say about Loop

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See all Loop reviews →

Ready to migrate?

Loop has migrated 8-figure brands like Livingood Daily (~130K subscribers) without a single customer noticing.

How it works:

1. Audit your current setup and map to Loop
2. Data transfer and validation 
3. Theme integration and testing 
4. Flip the switch when ready

Subscribers keep their plans, billing info, and schedules. No action required from them.

What's included:

• Free white-glove migration from any platform
• Dedicated success manager whose KPI is your growth
• 24/7 support via Slack, email, and phone
• Average response time under 30 minutes

Pricing:

• Starter: $99/month + 1% transaction fee
• Pro: $399/month + 0.75% (includes dedicated CSM, advanced flows, API access)
• Enterprise: Custom

No per-order fees. Most brands save 40%+ compared to other subscription apps.

See pricing details →

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