Vitality Supplements
Vitality: Turning a Leaky Subscription Into $2.6M
Recharge migration, a rebuilt subscriber portal, and a churn-focused lifecycle redesign for a supplements brand on Shopify Plus.
Shopify PlusRecharge IntegrationCRORetention
88%
Retention (from 62%)
$2.6M
Subscription revenue
+31%
Subscriber LTV
-52%
Support tickets
The Challenge
Vitality was acquiring subscribers efficiently and losing them just as fast. Retention at month three sat at 62%. The subscriber portal was a hosted iframe that could not change delivery dates without a support ticket, and roughly 40% of inbound tickets were people trying to skip a shipment.
What We Did
We migrated the subscription stack to Recharge and rebuilt the customer portal natively inside the theme. Subscribers can now skip, swap, reschedule, and add one-off products without leaving the store. Cancellation flows offer a pause and a smaller pack size before they offer a cancel button.
The Results
Month-three retention moved from 62% to 88% over two quarters. Support volume dropped by more than half, and subscription revenue crossed $2.6M in the first year post-launch.
The real churn driver
Cancellation surveys blamed price. Session recordings told a different story: people were cancelling because they had too much product and no way to delay a shipment. The cancel button was the fastest path to a solution the portal did not otherwise offer.
Once skip and reschedule were one tap away inside the account page, cancellations for that reason essentially disappeared.
“Our subscription retention improved from 62% to 88% after their work. The team understood our customers better than we did.”
Priya Sharma
CMO, Vitality
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