STNDRD: Bodybuilding Workouts

The Onboarding Gauntlet: From Fan to Potential Subscriber

STNDRD wastes no time getting users into the ecosystem. The onboarding flow is lean, clocking in at just 5 steps, minimizing friction from the get-go.

It starts with the essentials: email and username capture, followed swiftly by password creation – complete with a handy strength indicator, a small but appreciated UX touch.

Crucially, before hitting any paywall, the app introduces personalization. Users select their preferred training split – Push, Pull, Legs; Bro Split; Power Bodybuilding; or the Olympia Prep itself. This isn't just configuration; it's a strategic move. It segments users early, aligns the app with their existing workout philosophy, and subtly promises tailored value right from the start. 💪

The "No Free Trial" Gamble: How STNDRD Converts Cold

Here's where STNDRD deviates from the common playbook. It employs a soft paywall but skips the free trial entirely. After the initial signup and personalization, users are presented with subscription options – typically monthly or annual, often highlighting significant savings for the longer commitment.

How does it pull this off? Two key factors seem critical:

Leveraging Brand Authority: The entire app orbits Chris Bumstead. His image, name, and implied endorsement are front and center. For his dedicated fanbase, the trust and desire to train "like Chris" might be enough to bypass the need for a trial. The value proposition is access to his methods.
Persistent, Contextual Upselling: While some content or features might be partially visible, true utility is locked. Locked icons 🔒 appear ubiquitously – next to specific exercises in workout plans, within the exercise library, on premium articles, and crucially, for core features like detailed nutrition tracking. Prompts like "Get Unlimited Access" or "Manage Subscription" appear exactly when a user tries to access premium functionality. It’s a constant, contextual reminder of the paid barrier.

This "no trial" approach is a confident gamble. It filters for high-intent users willing to pay upfront, potentially leading to higher quality subscribers and lower churn, justifying the $100k MRR figure even without massive download numbers or traditional ad spend. 💰

Inside the Locked Gym: Features & Value Proposition

Beyond the paywall, STNDRD offers a focused suite of bodybuilding tools, all presented within a clean, dark-themed UI common in the fitness space.

Workouts are structured logically (e.g., "Pull Day") with exercises, sets, and reps laid out. The exercise library allows browsing and filtering by muscle group, offering visual guides – though many require the subscription to fully access details or instructions.

The app extends beyond just workouts, featuring articles on nutrition and training ("Prioritizing Kidney Health," "Cardio Machines vs Joint Health"). This positions STNDRD as a knowledge resource, adding perceived value, though again, full access is often gated.

Core features like adding meals to the nutrition tracker are entirely locked behind the subscription wall. This makes sense – comprehensive tracking is a premium feature.

Personalization continues in the user profile, where health data (weight, height, age, gender, activity level) and nutrition goals (macros for maintenance, bulk, etc.) can be set. This data presumably tailors the unlocked experience, making the paid offering even more compelling. ✨

Reverse-Engineering $100K/Month: Key Growth Levers

STNDRD's success, particularly its impressive revenue relative to visibility, seems driven by several key levers:

Niche Dominance & Brand Power: The app isn't trying to be for everyone. It's laser-focused on the serious bodybuilding community, specifically fans of Chris Bumstead. This targeted approach combined with a strong personal brand is a powerful conversion driver.
Confident Monetization: Skipping the free trial is bold. It signals confidence in the product's value and leverages the Bumstead brand effectively. The soft paywall with pervasive locked icons constantly reinforces the subscription's necessity.
Embedded Upselling: Conversion prompts aren't isolated to a single paywall screen. They are woven into the fabric of the user experience, appearing precisely when the user needs a premium feature.
Targeted Acquisition? With no reported ad spend, user acquisition likely relies heavily on Chris Bumstead's own promotion, organic search (ASO targeting his name and related bodybuilding terms), community engagement, and potentially influencer marketing within the fitness niche. This bypasses traditional ad networks. 🔑

The Takeaway for Builders 🚀

STNDRD demonstrates the power of leveraging a strong personal brand within a dedicated niche. Its $100k/month revenue, achieved without a free trial and seemingly without mass-market advertising, highlights key lessons:

Brand is a Moat: A trusted personality can significantly de-risk monetization and drive conversions.
Know Your User: Understanding the target audience's commitment allows for bolder strategies like skipping free trials.
Integrate Monetization: Don't just show a paywall; weave upgrade prompts contextually throughout the user journey.
Personalization Sells: Tailoring the experience early on, even before payment, builds perceived value.

While not every app has a Chris Bumstead, the principles of niche focus, strong value proposition, and intelligent monetization design are universally applicable. Analyzing flows like STNDRD's reveals patterns that can inform smarter growth strategies for any app.