SHREDDY is a fitness and wellness brand built around real routines—a training app plus daily-use supplements like SuperGreens and SuperWoman. Their community was loyal and highly engaged, but the subscription side of the business didn’t yet match the strength of the brand. Most customers were still buying like a regular DTC store: one-time orders, inconsistent repeat purchases, and limited visibility into when or why people churned.
They turned to Subi to change that—turning fans into long-term members and building a subscription experience that felt as polished as the SHREDDY app itself.
Snapshot in numbers
After launching on Subi in August 2024, SHREDDY’s subscription base grew from just 28 active subscriptions at launch to 1,118 by December 9, 2025—about 3,900% growth in active subscribers. Over the same period, they maintained an average in-month retention of around 98% in 2025, with each month typically ending at 93–100% of its peak active subscriber count. On top of that, December 2025 closed with roughly 53% more active subscribers than December 2024, showing strong year-over-year momentum, not just an early spike.
From fans to recurring revenue
SHREDDY already had two big advantages: a structured fitness app that keeps people in a routine, and a product line (greens, women’s health, sleep, and glow-support supplements) that naturally fits into daily habits. What they lacked was a subscription layer that made “subscribe” feel like the obvious way to buy.
The first shift was messaging. Instead of treating subscriptions as a simple “save X%” upsell, SHREDDY positioned them as the way to stay consistent with energy, performance, and wellness routines—mirroring the transformation-focused language of the app. On core products, subscription became the sensible default for people who intended to use the product daily, while one-time purchase remained clearly available for those who just wanted to try.
A retention-first experience
Next, SHREDDY and Subi focused on what happens after a customer subscribes. Using Subi’s customer portal, subscribers could easily pause, skip an order, or change their delivery frequency. When someone tried to cancel, they encountered a gentle, multi-step flow that first asked why they were leaving, then offered options tailored to that reason—pushing back the next order if they had too much product, reducing frequency if budget was tight, or pointing them back to relevant app content if they weren’t seeing results yet.
This design turned the cancel journey into an opportunity to fix the underlying problem instead of losing the subscriber outright. The strong in-month retention numbers across 2025 are a direct reflection of that approach.
SHREDDY also deliberately rewarded consistency. Subscribers who stayed on-plan for multiple cycles unlocked small but meaningful “surprise and delight” moments—milestone perks, and occasional app-related benefits like access to challenges or exclusive content. It made staying on subscription feel progressively more valuable than dropping off and bouncing between other brands.
The outcome: a compounding curve
Put together, these changes created a compounding effect. Active subscribers expanded nearly fortyfold from launch, then continued to grow more than 50% year over year on an already meaningful base. Throughout 2025, most months ended with almost all peak active subscribers still on-plan, confirming that SHREDDY wasn’t just good at acquiring subscribers—they were good at keeping them.
What other Shopify brands can take from this
SHREDDY’s playbook is simple but powerful: sell the habit, not just the product; treat the cancel flow as a design problem, not a form; and use small, well-timed rewards to keep loyal subscribers feeling seen. With Subi as the subscription backbone, that combination turned an engaged audience into a durable, predictable subscription program—one that grows, and then keeps on growing.
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