Most recently, I grew [Superset] from [0 to 1] as their [first employee].
*this graph shows actual growth trend with #'s hidden for company privacy
Took the business from [0 to 1], growing from $0 to $750k in annualized revenue while enabling our customers to process over $10M in earnings across 8 currencies.
Let's start with some bangers…
1.1M+ workouts completed by 42,000+ clients
200,000+ transactions totaling over $10M in coach earnings
One coach earned $1M+ in their first year using Superset
Superset reached $750K in annualized revenue: approximately 80% recurring and 20% transactional or one-time
Coaches earned across 8 currencies globally
25 month MRR growth streak after the v2 pivot
———————————————————————————————————————
Fall 2020 - Growth was slow but meaningful as we manually prospected, onboarded, and supported customers one by one. This was intentionally brute-force, hand-to-hand growth with no paid acquisition, so that we could deeply understand our customers.
Challenge: Churn due to customer discouragement when their programs didn’t succeed. As a result, ARPU and GMV were low for the majority of users.
Spring 2022 – Continued our hand-to-hand sales motion with the launch of Superset Plus, a high-touch launch marketing service. We narrowed our ICP based on the personas who had already found success on the platform and, with greater confidence, delivered a service designed to consistently unlock success for that segment. This led to increases in ARPU, transaction volume, and GMV per customer.
Challenge: Only a small percentage of the market could build a sustainable business by selling low-ticket products. Even with heavy marketing support, most lacked the reach and engagement needed to succeed.
Fall 2022 - After deciding to pivot to Superset v2, we introduced a waitlist-driven funnel to replace our legacy top-of-funnel. We collected thousands of opt-ins and implemented a qualification system to identify high-intent leads and route them into a beta cohort. This created a direct feedback loop between users and product development. Revenue growth was deprioritized while we leaned into a bigger future bet with Superset v2.
Spring 2023 – Officially launched Superset v2 with the Founding Coach Plan: $29/month with 0% transaction fees and unlimited clients.
Structured repeatable seasonal campaigns (e.g., Shred for Summer, Back-to-School, New Year) that aligned with trainer behavior and generated predictable spikes in trial volume during high-intent periods on the fitness calendar.
Challenge: Waitlist-to-paid conversion was lower than expected. We raced to build common-denominator features to meet the needs of a newly defined ICP
Co-launched Freebie Friday, a multi-purpose growth experiment designed to drive acquisition, guide product decisions, and support existing users:
(a) Became our most successful organic acquisition engine, generating 100k+ opt-ins and 40k+ new trials to date
(B) Served as a product discovery signal — we shipped lightweight templates to de-risk roadmap bets and measured demand based on opt-in performance.
(C) Supported existing customers by providing plug-and-play templates for their client programs. This helped mitigate feature gaps (e.g., while we didn’t yet support nutrition tracking, our Nutrition Template was our most popular opt-in and widely used in client workflows).
This laid the foundation for our public programming template library, which became a durable growth surface for both acquisition and retention. Coaches looked forward to their weekly Freebie Friday email, which became one of our most-loved recurring touch points.
Spring 2024 – Launched tiered pricing to reflect product differentiation, while maintaining 0% transaction fees and unlimited clients:
Base: $39/month – core programming only
Pro: $79/month – full business toolkit (including forms, messaging, groups, and more)
We also introduced expansion revenue levers, including multi-coach pricing and branded app icons.
Challenge: We needed to filter out lower-fit customers and better align platform growth with coach success by tying revenue to GMV.
Summer 2024 – Increased prices to filter for more qualified conversions and reflect continued product maturity:
Base: $49/month with unlimited clients
Pro: $99/month with unlimited clients
Also introduced platform-wide transaction fees (4% with a $3 minimum and $9 cap) using a flexible handling model. Coaches could choose to absorb the fee or pass it on to clients, enabling monetization without reducing GMV.
Challenge: Conversion and churn trends showed that higher fixed-rate pricing made it a more difficult decision to adopt and a faster decision to cancel, particularly during seasonal downturns such as client drop-off in the summer months
Spring 2025 – Led the transition to usage-based pricing, which doubled monthly conversion volume and increased Net Revenue Retention from 93% to 120%+.
This shift:
Lowered the barrier to entry, helping Superset expand market share
Captured upside from power users by pricing based on client volume
Aligned pricing with platform value by tying revenue to customer success
We positioned per-client fees as a percentage of the coach’s monthly revenue. This reinforced fairness, scalability, and helped coaches understand the platform as a variable cost tied to their growth.
Challenge: Most coaches only processed payments on-platform for their online clients, leaving in-person revenue untapped and limiting overall GMV potential.
Summer 2025 - Introduced Session tracking with integrated payments to gain more in person GMV from coaches.
Let's start with some bangers…
1.1M+ workouts completed by 42,000+ clients
200,000+ transactions totaling over $10M in coach earnings
One coach earned $1M+ in their first year using Superset
Superset reached $750K in annualized revenue: approximately 80% recurring and 20% transactional or one-time
Coaches earned across 8 currencies globally
25 month MRR growth streak after the v2 pivot
———————————————————————————————–
Fall 2020 - Growth was slow but meaningful as we manually prospected, onboarded, and supported customers one by one. This was intentionally brute-force, hand-to-hand growth with no paid acquisition, so that we could deeply understand our customers.
Challenge: Churn due to customer discouragement when their programs didn’t succeed. As a result, ARPU and GMV were low for the majority of users.
Spring 2022 – Continued our hand-to-hand sales motion with the launch of Superset Plus, a high-touch launch marketing service. We narrowed our ICP based on the personas who had already found success on the platform and, with greater confidence, delivered a service designed to consistently unlock success for that segment. This led to increases in ARPU, transaction volume, and GMV per customer.
Challenge: Only a small percentage of the market could build a sustainable business by selling low-ticket products. Even with heavy marketing support, most lacked the reach and engagement needed to succeed.
Fall 2022 - After deciding to pivot to Superset v2, we introduced a waitlist-driven funnel to replace our legacy top-of-funnel. We collected thousands of opt-ins and implemented a qualification system to identify high-intent leads and route them into a beta cohort. This created a direct feedback loop between users and product development. Revenue growth was deprioritized while we leaned into a bigger future bet with Superset v2.
Spring 2023 – Officially launched Superset v2 with the Founding Coach Plan: $29/month with 0% transaction fees and unlimited clients.
Structured repeatable seasonal campaigns (e.g., Shred for Summer, Back-to-School, New Year) that aligned with trainer behavior and generated predictable spikes in trial volume during high-intent periods on the fitness calendar.
Challenge: Waitlist-to-paid conversion was lower than expected. We raced to build common-denominator features to meet the needs of a newly defined ICP
Co-launched Freebie Friday, a multi-purpose growth experiment designed to drive acquisition, guide product decisions, and support existing users:
(a) Became our most successful organic acquisition engine, generating 100k+ opt-ins and 40k+ new trials to date
(B) Served as a product discovery signal — we shipped lightweight templates to de-risk roadmap bets and measured demand based on opt-in performance.
(C) Supported existing customers by providing plug-and-play templates for their client programs. This helped mitigate feature gaps (e.g., while we didn’t yet support nutrition tracking, our Nutrition Template was our most popular opt-in and widely used in client workflows).
This laid the foundation for our public programming template library, which became a durable growth surface for both acquisition and retention. Coaches looked forward to their weekly Freebie Friday email, which became one of our most-loved recurring touch points.
Spring 2024 – Launched tiered pricing to reflect product differentiation, while maintaining 0% transaction fees and unlimited clients:
Base: $39/month – core programming only
Pro: $79/month – full business toolkit (including forms, messaging, groups, and more)
We also introduced expansion revenue levers, including multi-coach pricing and branded app icons.
Challenge: We needed to filter out lower-fit customers and better align platform growth with coach success by tying revenue to GMV.
Summer 2024 – Increased prices to filter for more qualified conversions and reflect continued product maturity:
Base: $49/month with unlimited clients
Pro: $99/month with unlimited clients
Also introduced platform-wide transaction fees (4% with a $3 minimum and $9 cap) using a flexible handling model. Coaches could choose to absorb the fee or pass it on to clients, enabling monetization without reducing GMV.
Challenge: Conversion and churn trends showed that higher fixed-rate pricing made it a more difficult decision to adopt and a faster decision to cancel, particularly during seasonal downturns such as client drop-off in the summer months
Spring 2025 – Led the transition to usage-based pricing, which doubled monthly conversion volume and increased Net Revenue Retention from 93% to 120%+.
This shift:
Lowered the barrier to entry, helping Superset expand market share
Captured upside from power users by pricing based on client volume
Aligned pricing with platform value by tying revenue to customer success
We positioned per-client fees as a percentage of the coach’s monthly revenue. This reinforced fairness, scalability, and helped coaches understand the platform as a variable cost tied to their growth.
Challenge: Most coaches only processed payments on-platform for their online clients, leaving in-person revenue untapped and limiting overall GMV potential.
Summer 2025 - Introduced Session tracking with integrated payments to gain more in person GMV from coaches.