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“We’ve been using Loop for a year and half now and it’s been great for driving retention. The features are flexible and customer-focused, and the support team (shoutout to Nihal) is always on it. Highly recommend if you're serious about scaling subscriptions.”
Before Healthy Metal, Jose Vigo was at Huel, where he saw up close how a simple, repeatable product can become a daily habit. He built Healthy Metal on the same idea: a nightly ritual, sold one sachet at a time. The brand makes magnesium glycinate drink for calm, relaxation and sleep — one sachet in hot or cold water, taken as part of winding down — positioned as the easier-to-stick-with alternative to chalky tablets.
The range is deliberately focused: one product, a core Lemon Raspberry flavour and limited-edition drops like Mango Pineapple, in 30-, 60- and 90-night packs. The brand recommends two to three months of nightly use for full benefit, so the business works when the next box arrives before the last sachet is gone.
When Jose first spoke to Loop in January 2024, launch was days away and the product wasn’t set up in Shopify yet. He knew exactly how he wanted to sell, and his subscription platform had to fit that plan.
Jose chose to skip the cart entirely. Each offer on his page, subscribe or buy once - would get its own button, and each button would take the shopper straight to Shopify checkout with the right plan already selected. Fewer steps, clearer choices.
With a single SKU, the 90-night pack was really three boxes of the same product. Inventory needed to deduct correctly without duplicate listings, and subscribers needed to skip or delay easily, without a password.
As the brand scaled across landing pages and ad campaigns, each with its own offer, the team needed to know which CTAs converted, and to keep checkout friction-free as traffic grew. A bigger subscriber base also meant more people reaching the cancel button.\
For each offer, the team creates a Loop checkout link with the product, plan and quantity pre-set and a discount already applied. Shoppers click and land on checkout ready to pay, with no cart to build and no discount code to type. The links power the “Continue to Checkout” buttons on the product page, campaign landing pages and paid ads.
The same links carry Healthy Metal’s trial-first model. After a customer’s first purchase, the brand can send a personalised upgrade link that pre-fills their order details, so moving from trial to subscription takes a single click. For Healthy Metal, that has meant a smoother subscription experience for customers and a steadier path to recurring revenue, without adding operational complexity for the team.
Healthy Metal now runs more than 40 live links, named so the team can tell at a glance which flavour, pack size and offer each one carries. Loop reports clicks, conversion and MRR per link, so every button is a measurable experiment. The top-performing link converted 71.8% of clicks over the last 30 days.
When a subscriber clicks cancel, the first thing they see is a short video from a Healthy Metal founder, not a discount. In the video, the founder explains that supplements like magnesium take time to start working, and the benefits build with consistent nightly use - often exactly what a subscriber needs to hear before giving up too early.
Next come alternatives matched to their cancel reason because many subscribers who reach for cancel want flexibility, not an exit. Only then does a reason-matched offer appear, such as X% off the next order.
Loop encourages supplement and wellness brands to lead their benefits page with a founder-led or expert video. Health products rarely show results overnight, and short educational content that sets that expectation tends to resonate with subscribers far more than another promotion.
In 2026, nearly 2 in 3 saves came at the founder video stage, and about 3 in 4 needed no discount at all. That is the real unlock: Healthy Metal kept those subscribers without giving away margin, and every subscriber retained without a discount keeps adding to LTV on every order that follows.
In nine months of 2026, Healthy Metal’s checkout links added 6x the MRR of the whole of 2025. Link clicks tripled over the same comparison, and checkout link conversion still rose 9.8%.
The founder video stage’s own save rate more than doubled. That’s the stage where a founder speaks directly to the subscriber, and it now does most of the saving on its own.
Results reflect Healthy Metal’s measured experience; outcomes vary by brand, vertical, product, and implementation.
