Engagement & Retention project | Tagda Raho
Understanding User Retention
Bird-Eye View
I don't have access to current company data hence I'm going to guesstimate based on industry standards and competitors
- What's the current retention rate in terms of users?
- With secondary research & basic comparison with Cult.fit, Cult’s retention rate is 30% - 34%, with factors such as pricing, variety of offerings, and accessibility impacting user engagement [Source: Cult.fit Industry Trends, 2023]
- Cult.fit experiences a higher churn rate among casual users within the first 3 months, with retention stabilising around its premium users
- Moreover, D2C brands in the fitness space typically have an average retention rate of ~31% due to challenges like accessibility, competition, and drop-offs after trial periods.
Therefore, Tagda Raho, given its niche offering and emphasis on personal guidance, likely achieves slightly better retention rates compared to its competitors. Hence the estimated retention stands at ~35%
- At What Period Does the Retention Curve Flatten?
- Retention data for D2C fitness brands generally flattens around 7-8 months, after the initial drop-off among trial pack users and casual participants [Source: Statista & Secondary Reports on the Fitness Industry]
- For fitness products like Cure.fit, HealthifyMe flatten between 7-9 months, depending on their ability to convert casual users into core users.
Therefore, considering Tagda Raho’s strong community-building activities (e.g., group workouts, personalised training), we estimate that the retention curve for Tagda Raho flattens around 9 months.
- Month 0–1: High initial retention as most users try the product but some leave after a trial.
- Month 1–3: A significant drop as casual users drop out due to reasons like time commitment, commute, or other preferences.
- Month 4–6: Steady decrease as only committed users (core) remain.
- Month 7–12: Retention stabilises at around 40% with loyal (core and power) users continuing.
Microscopic View
- Which ICP drives the best retention for Tagda?
Core & Power users drive the maximum retention. The reasoning is explained in the following table:
Category | Core User | Power User |
|---|---|---|
Characterised By |
|
|
Loyalty | Loyal to a specific set of offerings like in-person dugout sessions | Loyal to the brand as a whole, engaging in all sub-products |
Retention Driver |
|
|
- What channels drive the best retention?
- Basic user research calls tell us that 65% of people got to know about Tagda Raho from friends and family. Therefore, Word of Mouth drives the highest retention
- The perception of the brand is positive on the internet. Also Tagda has 43.8k followers on Instagram proving to be the source of best retention.
- Lastly, buying equipment first & SEO is next in-line where Tagda is seeing a good retention
- What sub-features or sub-products drive the best retention?
- The in-person dugout sessions drive the maximum retention from user calls. People opt to come to the dugout as they get all the required equipment, access time with coaches & activities that really keeps them connected to the brand
- The physio service in-house is another feature that drives retention. Generally, a physio session outside costs upwards of INR 1000 per session and you are getting it as part of a package that is a value add
- Lastly, flexible timings to the dugout is another factor that drives retention
Defining Churn
Reason | Category | User Insight |
|---|---|---|
Commute Distance | Voluntary | Users find it inconvenient to travel to the dugouts, especially during peak traffic hours in cities like Bangalore. |
Shifting to Another City | Voluntary | Users relocating to a different city where there is no dug outoften do not believe online classes can replicate the in-person experience, leading to churn. |
Increase in Pricing | Voluntary | Price-sensitive users perceive Tagda’s pricing as higher compared to gyms or other fitness solutions, discouraging renewals or upgrades. |
Limited Space in Dugouts | Voluntary | Overcrowding during peak hours creates inconvenience to workout due to dynamic movements that the workouts need |
Very Hectic Workouts | Voluntary | Users find it challenging to sustain the intensity of workouts alongside their busy work schedules, leading to disengagement & decreasing motivation. |
Lack of Community Engagement | Voluntary | Users feel disengaged due to insufficient group activities or bonding opportunities that create a sense of belonging. |
Injury or Health Issues | Involuntary | Users unable to continue workouts due to injuries or health conditions, temporarily or permanently. |
Financial Constraints | Involuntary | Unexpected financial setbacks force users to deprioritize fitness expenses. |
Negative Actions:
- Increase in complaints to the coaches
- What & Why: Users might feel dissatisfied with the quality of guidance & challenges in travel to the dugout. This could stem from a perceived lack of personalisation or differences in expectations versus delivery.
- Impact on Business: Increased dissatisfaction can lead to negative word-of-mouth, loss of trust in the coaches, and a higher likelihood of users dropping out or not renewing subscriptions.
- Reduced frequency to workout sessions without reason
- What & Why: Users might be losing interest due to lack of motivation, external time constraints, or feeling overwhelmed by the intensity of the sessions. Some may also be exploring alternative fitness options or simply falling out of habit.
- Impact on Business: A reduction in session frequency diminishes engagement and the likelihood of long-term retention, affecting revenue from renewals and upgrades.
- Leaving the WhatsApp group
- What & Why: Users could leave the group if they find the notifications irrelevant, feel excluded from the community, or perceive the group as spammy. Lack of meaningful engagement or a sense of belonging can also push users to leave.
- Impact on Business: Losing users from WhatsApp groups limits direct communication, reducing opportunities to share updates, promote events, and maintain user engagement. It could lead to weaker community-building efforts.
- Disabling emails from Tagda Raho
- What & Why: Users might unsubscribe from emails if they find the content repetitive, unhelpful, or overly promotional. Emails that do not provide clear value can push users to opt-out of communications.
- Impact on Business: Reduced reach for key updates, promotions, and engagement campaigns, making it harder to re-engage users or promote upselling opportunities.
- Low NPS in feedback surveys
- What & Why: Low NPS scores can reflect dissatisfaction with the overall experience, including session quality, facilities, or user support. This can also indicate unmet expectations regarding the core value proposition.
- Impact on Business: A low NPS impacts new user acquisition, as existing users are less likely to recommend the product. This reduces organic growth and damages the brand’s reputation over time.
- Less participation in community events
- What & Why: Users may not participate in community events due to scheduling conflicts, lack of interest, or feeling disconnected from the larger community. They may also feel the events do not align with their fitness goals or preferences.
- Impact on Business: Lower participation weakens the sense of community and reduces opportunities for user engagement, particularly for casual and core users. This can contribute to a gradual decline in retention rates.
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