Workout Meals sells ready-to-eat meals in Australia on weekly and fortnightly subscriptions. When we took over retention in July 2026, the subscription base was barely growing: for every five new subscribers, churn took four back. Four months later the base is 68% bigger, net subscriber growth is four times what it was, churn is 13% lower, the cancellation flow saves a third more of the people who try to leave, and reactivations have doubled.
Facts
Client: Workout Meals
Industry: Prepared meals (Australia)
Partners: Loop Subscriptions
ESP: Klaviyo (email + SMS)
Focus area: Subscription retention: cancellation flow, reactivation, pop-ups
Results
- +68% active subscribers in the four months after we started
- 4x net subscriber growth against the four months before
- 13% lower subscriber churn over the same four months
- A third more cancellations saved by the rebuilt cancellation flow in Loop
- 2x reactivated subscribers from a win-back journey for people who canceled
Client Insights
Meal delivery lives and dies on the next box. Subscribers get a delivery every week or every two weeks, about half of them each way, and every delivery is a fresh decision: keep it coming, skip it, or stop. A busy week, a holiday or a menu that doesn’t excite them is all it takes, and a skipped box can quietly turn into a cancellation.
So the subscription program isn’t a channel at Workout Meals. It’s the business, and the number that decides how fast it grows is how many subscribers stay.
The Challenge
Workout Meals wasn’t short of new subscribers. It was short of keeping them. From March to June 2026, churn canceled out four of every five new subscribers, so the base crept up however much the brand spent to acquire them.
The cancellation flow in Loop showed the same benefits page to everyone, whether it was their first box or their fiftieth, and there was no journey to bring back the people who left. Every cancellation was treated the same, and every lost subscriber stayed lost.
Our Process
1. A cancellation flow that answers the reason
We didn’t wait to start testing. In our first week, a new benefits page went live against the old one, and within two weeks ours had won and become the control, with the next test already running. In parallel we went through the cancellation survey and rewrote the reason pages, so whatever someone gives as their reason for leaving, the page answers it with the option that fits. New save offers followed within days.
In August the flow learned to tell a new subscriber from a regular, so what someone sees when they try to cancel depends on how far into their subscription they are. The reason pages now save nearly three times as many of the subscribers who reach them, and the flow as a whole saves a third more.
2. A way back for the ones who leave
From mid-July, anyone who cancels doesn’t just disappear: a reactivation journey in Klaviyo picks them up, and by the end of September, win-back flows were following up months later with the ones who still hadn’t come back. Reactivated subscribers doubled against the four months before.
3. Pop-ups that capture more of the traffic
In our first week, five new pop-ups replaced the old sign-up form, each one written for a different visitor at a different moment, from someone’s first visit to the customer who’s drifting away. When delivery expanded to new states in September, the pop-ups expanded with it. The main pop-up now signs up 7.4% of the people who see it, a third more than the 5.5% of the form it replaced, and daily sign-ups from it have more than doubled.
4. A rewards ladder twice as long
We doubled the length of the subscriber rewards ladder, in Loop and in the Klaviyo reminders that tell subscribers what their next box brings, so there’s always a reason to keep the next delivery coming.
The Results
Read from Loop at the end of October 2026: July to October 2026 against March to June 2026.
| Metric | Result |
|---|---|
| Active subscribers | +68% |
| Net subscriber growth | 4x |
| Active monthly recurring revenue | +66% |
| Subscriber churn rate | 13% lower |
| Churn right before the next order | 9% lower |
| Cancellation flow save rate | A third higher (21% to 28%) |
| Saves from the reason pages | Nearly 3x |
| Reactivated subscribers | 2x |
| Sign-up rate of the main pop-up | A third higher (5.5% to 7.4%) |
| Daily sign-ups from the main pop-up | More than 2x |
The number that changed the business is the ratio between subscribers gained and subscribers lost. Before July, churn erased four of every five new subscribers. Now it’s fewer than two in three, so far more of every subscriber the brand acquires is still there a month later, and the base grows four times as fast.
The cancellation flow’s doing the heavy lifting. Subscribers see a page written for where they are, people who give a reason get an answer to it, and the ones who leave anyway haven’t heard the last of us.
Where To From Here?
Next, the cancellation flow’s getting video, and more of the subscriber journey gets shaped around where each subscriber is, from the first box onward. The aim hasn’t changed: a base that grows faster than the acquisition budget behind it.
