The health and fitness category has seen an explosive surge in competition over the past few years. With numerous apps offering similar features, users are spoilt for choice, while developers are struggling to identify the best way to showcase their app’s USP. But in this success story, our team of app marketing experts defied the odds by implementing a unique and holistic marketing approach that optimized every aspect of the conversion funnel, from organic optimization (ASO) to in-app activities (subscription optimization). We also conducted extensive testing on paid campaigns with user-generated content on TikTok. Thanks to this approach, we achieved a drastic reduction in cost per trial started and per converted user in just a few short months, thanks to our revolutionary approach.