Reverse-Engineering The Coach: How a Men's Health App Tackles Taboo Topics & Hits $95K/Month

Addressing the Elephant in the Room: Direct & Empathetic Onboarding

The app doesn't shy away from its core purpose. The very first screen asks users "WHAT DO YOU WANT TO ACHIEVE?" with direct options:

• Fix Premature Ejaculation
• Fix Erectile Dysfunction
• Last Longer in Bed
• Boost Overall Health
• Overcome Porn Addiction

This upfront approach immediately validates the user's potential issues, creating a sense of understanding. The clean, dark interface feels discreet and professional, crucial for this niche.

Hyper-Personalization Through an 18-Step Funnel

The Coach employs a comprehensive 18-step onboarding process. This isn't just data collection; it's a carefully crafted journey designed to build trust and tailor the experience. Questions delve into:

• Specific goals (as selected initially).
• Frequency of issues ("How often do you finish earlier than you wish?").
• Lifestyle factors ("Do you live a sedentary lifestyle?").
• Previous attempts ("Have you taken any pills?").

Each answer refines the user's profile, making the promise of a "personalized plan" feel tangible. This investment from the user also increases commitment bias – they're more likely to see it through after spending time answering personal questions. 🧠

Building Credibility: Science, Experts & Social Proof

Addressing sexual health requires immense trust. The Coach builds this layer by layer:

• Expert Authority: Screens explicitly state the program is created by "world-leading experts," including sex coaches, urologists, and therapists. Naming experts like "Dr. Natalie Goldberg" adds a human touch.
• Science-Backed Claims: The app highlights "proven science-based techniques" and explains the physiological basis (e.g., pelvic floor muscle importance for lasting longer).
• Social Proof: Mentioning a "600,000+ community" and App Store ratings reinforces that the user isn't alone and the app has a track record. Screens like "YOU'RE IN GOOD HANDS" directly reassure the user. ✅

This combination aims to alleviate skepticism and position the app as a legitimate solution.

The Core Offering: Kegels, Workouts & Education

Beyond the onboarding, the app delivers a structured program:

• Kegel Workouts: Features guided Kegel exercises ("Waves," "Squeeze") with clear visual timers (Contract, Relax, Rest) and detailed instructions. This is central to addressing PE/ED concerns. 💪
• Physical Fitness: Includes broader workouts like "Glutes & PF Workout," recognizing the link between overall fitness and sexual health. These feature video demonstrations and timers.
• Educational Lessons: Provides bite-sized lessons ("Pelvic Floor Importance," "Physical causes," "Inner Critic") to educate users on the psychological and physical aspects of their goals.
• Progress Tracking: Daily check-ins, workout completion feedback ("Too Easy," "Great," "Too Hard"), and logging features (e.g., libido level, duration) help users monitor their journey. 📊

The user interface remains clean and focused, guiding users through their daily tasks.

Monetization: The Soft Paywall & Free Trial

After investing time in the personalized onboarding and understanding the value proposition, the user encounters the paywall. The Coach uses a classic free trial model:

• Offer: 3-day free trial, then $59.99/year. A monthly option ($19.99/month) is available but clearly less advantageous, anchoring the user towards the annual plan. 💰
• Placement: It appears after the personalized plan is "created" but before full access, acting as a soft paywall. Users have seen the potential but need to commit to experience it.
• Value Proposition: The paywall screen clearly lists the benefits: personalized program, daily plan, fixes ED/PE, 150+ workouts, etc.

Given the app runs ads, this funnel is crucial for converting paid traffic into high-value subscribers. The $95K MRR on low download volume points to this strategy being effective.

Engagement Hooks: Keeping Users on Track

Retention is key for subscription success. The Coach incorporates several mechanisms:

• Notifications: Prompts users to allow notifications "to stay on track," citing higher effectiveness for users who enable them. 🔔
• Daily Plan: A clear "Today" view lists lessons and practice exercises, creating a structured routine.
• Streaks & Progress: Although not heavily emphasized visually in the provided flow, the app tracks completed exercises and lessons, contributing to a sense of accomplishment.

Key Takeaways for App Builders

The Coach demonstrates how to tackle a sensitive niche effectively:

1. Directness Builds Trust: Don't beat around the bush. Address user pain points clearly and empathetically.
2. Personalization is Paramount: A deep onboarding flow, even if long (18 steps!), can increase commitment and justify the value proposition.
3. Credibility is Non-Negotiable: Leverage expert authority, scientific explanations, and social proof extensively, especially in health-related fields.
4. Structure Drives Engagement: Offer clear daily tasks, guided exercises, and educational content to keep users progressing.
5. Strategic Paywall Placement: Gate access after demonstrating personalized value but before full feature use to maximize trial conversions, especially with paid acquisition. 🔑

By understanding these intricate flows and psychological triggers, developers and marketers can uncover patterns driving success, even in the most challenging app categories. Analyzing how apps like The Coach structure their onboarding, build trust, and convert users provides invaluable insights for building high-LTV products.