A premium fitness brand in Pune was acquiring new members steadily but losing a growing share of them within a few months, eroding the lifetime value of every new sign-up.
I owned the retention strategy end to end, working across CRM data, lifecycle messaging, and the acquisition campaigns feeding the top of the funnel.
Rebuilt the CRM setup to flag at-risk members based on usage patterns, and put lifecycle campaigns in place to re-engage them before they lapsed. Paired this with tighter acquisition targeting so incoming members better matched the brand's actual retention profile.
Churn rate dropped 75%, turning a leaking funnel into a stable, growing member base.