Liftwright Series A
Fitness app pitch deck example with a churn curve
Every fitness app deck claims engagement, and every fitness investor has learned to ask for churn by cohort month instead. Liftwright is invented, and it puts 6 percent on the cover and then plots three cohorts so the effect of each retention feature can be seen separately.
Every slide, in order
The whole deck as it renders, one slide after another. Read it the way the audience would.
The structure
What each slide is doing, so you can reuse the order even with different content.
- Slide 1cover
- Put the churn rate on the cover, because hiding it is what every fitness app does.
- Slide 2intro
- Why fitness apps lose people, framed as a programming problem rather than a motivation problem.
- Slide 3pillars
- The three retention features, each described by what it does to the churn curve.
- Slide 4metrics
- Subscribers, churn and price in one row, since the three are the entire business model.
- Slide 5metrics
- Churn by cohort month for three cohorts, so the effect of the deload feature is visible rather than claimed.
- Slide 6comparison
- The app against the thing it actually replaces, priced honestly rather than flatteringly.
- Slide 7metrics
- The unit economics in a table, because a 9.90 dollar product has to answer the payback question.
- Slide 8pricing
- One price, said plainly, with what is deliberately not sold listed underneath.
- Slide 9investment
- Four million in three lines, with month one churn named as the thing the money is aimed at.
- Slide 10closing
- Close on the churn number and hand over the cohort file rather than asking for another meeting.
Slide by slide
Slide one puts subscribers and churn on the cover. Slide two argues that people quit a programme rather than a gym. Slide three is three retention features described by their effect on churn. Slide four is subscribers, churn and price in one row. Slide five is churn by cohort month for three cohorts with four takeaways. Slide six compares a trainer with the app and concedes what the trainer does better. Slide seven is the unit economics of one subscriber with payback on contribution. Slide eight is one price and four things deliberately not sold. Slide nine splits four million with 40 percent aimed at month one. Slide ten offers the cohort file including two months that went the wrong way.
How to adapt this deck
An app with a hardware component moves the unit economics slide forward and adds a device margin line, because payback then includes a physical cost that acquisition spend cannot outrun. A product sold through gyms rather than to individuals replaces the trainer comparison with a per site contract slide, since the buyer is an operator and the churn that matters is the site rather than the member. A company at seed with six months of data shows weekly cohorts and says so, because an honest short series is worth more than a long one assembled from three cohorts.
What this audience asks for
The American College of Sports Medicine publishes the exercise prescription guidance most strength programmes are built from, and the United Kingdom health service publishes its own plain language strength plans for the same audience. Both describe progression as the mechanism that keeps people going, which is exactly what this deck argues on slide two and measures on slide five. A fitness deck that talks about motivation rather than programming is describing a marketing problem, and an investor with a health portfolio will read it that way.
What makes this deck work
Three cohorts show the features working separately
Slide five plots January 2026 before the deload feature, September after it, and March 2027 with the training partner, so month three churn falls from 13 to 8 to 6 percent. One blended curve would prove the product works. Three prove which change did it.
The worst number is on the same slide
The fourth takeaway on slide five says month one is still the worst month and no feature has moved it much. The ask on slide nine then puts 40 percent of the round into the first four weeks. A deck that names its own unsolved problem earns the plan that follows.
The comparison concedes the thing it loses on
Slide six sets 58 dollars a session against 79 dollars a year and says plainly that the trainer is better at form correction, which the pricing page also says. What the app does better is turn up every session and remember last week, which is a narrower and far more believable claim.
Questions people ask
What goes in a fitness app pitch deck?
Why people stop, the features that address it, subscribers and churn and price together, churn by cohort month, what the app replaces, unit economics with payback, pricing and the ask. This example uses ten slides and three of them are about retention.
What churn rate is acceptable for a fitness subscription?
Blended monthly churn under about 7 percent is workable, and the cohort shape matters more than the average. This deck reports 6 percent blended and shows the newest cohort at 4 percent by month five, which is the number that determines the lifetime in the economics slide.
How do I show a churn curve?
By cohort month, with one line per cohort and the feature that changed between them named in the series label. This example uses three cohorts across seven months. A single aggregated churn line cannot show whether anything you shipped actually worked.
Should I compare against a personal trainer?
Yes, because that is the alternative the customer considered. This deck prices a fortnightly session at 1,508 dollars a year against 79, concedes the trainer is better at form and says 62 percent of subscribers tried one and stopped paying.
What do consumer investors ask about payback?
Payback on contribution rather than on revenue, and whether it is falling. This example shows 31 dollars to acquire against 99 of contribution over a 17 month life, giving 4.0 months payback, down from 7.1, and caps acquisition spend at a five month payback.
How many slides for a fitness app raise?
Ten to twelve. This one is ten. Exercise library screenshots and coach credentials are the usual filler in this category, and neither answers the question being asked. A cohort chart, a unit economics table and one honest comparison slide will decide the meeting on their own.
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