Pulse is a subscription-based fitness app with 12M monthly active users across iOS and Android. It offers guided workouts, habit tracking, and premium coaching, and competes with larger wellness platforms by positioning itself as the simplest way to build a daily fitness habit.
Pulse's growth team wants to increase free-to-paid conversion by adding more aggressive upgrade prompts during the first 7 days of onboarding. Today, 38% of new users complete onboarding, 24% start at least one workout in week 1, and 4.8% convert to paid within 30 days. Early tests show that adding a paywall before the first workout could raise 30-day conversion to 6.1%, but it also reduces first-workout starts by 18% and increases day-7 churn among new users.
Leadership is split: the CEO wants faster monetization to hit quarterly revenue goals, while the Head of Product worries that interrupting the core user journey will damage trust and long-term retention. You are the PM responsible for onboarding.