BEAM (Be Amazing) Supplements is a DTC supplements brand from the founders of Campus Protein. The brand operates across multiple supplement categories — pre-workout, gut health, whey protein, and others — and controls the full product process from raw ingredient sourcing through flavor creation and manufacturing.
BEAM Supplements migrated from Recharge to Loop. After working with Loop on retention initiatives, the team measured the results described below.
The Loop customer success team holds regular check-ins with merchants on subscription health — subscriber growth, AOV, and churn/retention. In one of the catchups, the BEAM team discussed churn rates with Loop.
Inside Loop analytics, the BEAM team observed monthly cancellation numbers hovering between 10% and 14% over the prior 5 months.
The team wanted to explore how Loop's retention features could help bring these numbers down.
The BEAM team was observing cancellation attempts per month inside Loop's cancellation flow. They started by reviewing the cancellation reasons behind those attempts.
This data informed how the team could craft messaging that would resonate with subscribers attempting to cancel. One idea was to use a founder video message that would automatically play when a subscriber initiated cancellation.
To engage subscribers at the point of cancellation, one of BEAM's co-founders recorded a personal video message addressed directly to subscribers.
In the recording, the co-founder spoke openly about his health journey, the personal motivation behind starting BEAM, and his gratitude to customers for their role in the brand's growth.
One of the top cancellation reasons surfaced in the data was "Already have enough stock." The video addressed this directly, suggesting subscribers swap a product for another category rather than cancelling outright, and framing what a strong subscriber experience means to the BEAM brand.
Setting up the message inside Loop's cancellation flow took less than a day. The Loop team worked with BEAM on the script, and the co-founder recorded the video over 2 days. The full experience was optimised for mobile.
Over the 3 weeks following the video going live, BEAM Supplements measured a cancellation rate of 7.83%, down from 10.09% before the video was added — a reduction of approximately 30%.
In the same period, cancellation attempts tracked inside Loop's cancellation flow dropped from approximately 200 per month to approximately 100 in July.
The BEAM team attributed the change to subscriber engagement with the message inside the video.
Results reflect BEAM Supplements' measured experience; outcomes vary by brand, vertical, product, and implementation.
The BEAM team and Loop continue to monitor the metrics together. The team plans further A/B testing across different creative angles for the cancellation flow video to find what messaging resonates most consistently with subscribers.
Direct founder communication with subscribers can be a meaningful retention lever, particularly at the point of cancellation when subscribers are weighing whether the brand is worth staying with. For founder-led brands, a personal video message inside the cancellation flow is one tactic worth testing.
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