Good Protein migrated from Stay AI facing limited pricing flexibility, incomplete French language support, and rigid cancellation processes. Churn was at 15%. After migrating to Loop:
Main features used: Tiered discounting on PDP, upsell banners on customer portal, mystery rewards journey, early access product launches for subscribers
About Good Protein
Good Protein is a Canadian plant-based nutrition company on a mission to make healthy living delicious and convenient. With 25,000+ five-star reviews, they've established themselves as a leader in the health and wellness space, offering all-natural protein shakes in a variety of flavors.
But what truly sets Good Protein apart, is their subscription-first philosophy. While most DTC brands treat subscriptions as an afterthought, Good Protein has built their entire customer experience around making subscribers feel like VIPs. The results speak for themselves.
Good Protein migrated to Loop from Stay AI two years ago. At the time, they were stuck — limited pricing flexibility, incomplete French language support for their bilingual customer base, and cancellation processes too rigid to customize by customer value. Churn sat at 15%.
Since switching to Loop, subscribers grew by 12x (~6k to 72k), subscription revenue grew by 10x (<$500k/month to >$5M/month) — all while keeping churn under 5%, placing them in the top 10% of brands on Loop.
Good Protein offers bigger discounts for longer subscription commitments — 10% off for 1 month, 15% for 3 months, 20% for 6 months. This is shown directly on the PDP, giving customers a clear incentive to subscribe instead of buying one-time.
Result: 60% of customers subscribe at the product page itself.
Most brands on Loop run tiered discounting and retention flows — that's the baseline. What makes Good Protein different are two things they've executed better than anyone else:
New product launches hit the subscriber portal first through banners and the upsell section before going live site-wide. Subscribers get early, exclusive access at zero additional acquisition cost.
Most brands increase ad spend during BFCM to chase new customers. Good Protein does the opposite — they grow revenue from existing subscribers. Early exclusive offers in the portal's upsell section. Upsells account for 18–20% of subscription revenue normally. In November, it hit 25% — without a dollar spent on acquisition.
Good Protein stacks subscriber-only discounts on top of early access and exclusive deals. Every portal touchpoint from banners announcing new flavors to personalized rewards reinforces that subscribing is the best way to experience the brand.
Result: Highest upsell conversion rate across 1,000+ brands on Loop.
Instead of showing exactly what reward subscribers will get, the portal displays a "mystery" reward, driving curiosity and encouraging order completion.
The impact was immediate and measurable:
The 17% reduction at Order #5 is critical - this is when most subscribers consider churning.
This isn't accidental. It's the result of a deliberate strategy: treating the customer portal not as an afterthought, but as a primary revenue channel.
Good Protein has built a model that grows revenue from within — turning every subscriber into an expansion opportunity, not just a retention problem.
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