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Subscribers up 199% for an athlete-founded supplement brand
How fourfive broke a new customer ceiling and turned first orders into recurring revenue.
The Background
Who is this brand?
fourfive was founded by George Kruis and Dom Day, two international rugby players who went looking for tested recovery products they could trust and could not find them. The range now spans hydration, functional mushrooms, creatine and CBD, with hydration as the hero. Official wellness partner to Saracens and Leicester Tigers, and a subscription model that makes retention the commercial engine rather than a bonus.
The Challenge
Strong foundations, a stalled new customer base
Dom and the team had spent a year building an athlete-first brand with real credibility behind it. The constraint was not the product or the positioning. The new customer base had stopped growing at the rate needed to unlock the next stage, and a subscription business that is not acquiring is quietly running down
Our Approach
New ground, judged on the right number
Athlete-founded credibility is a real asset, but it narrowed what the brand thought it could say. Buyers who are not athletes never saw themselves in it.
- Gaps as the brief queue: social listening, reviews and the recovery category, mapped to personas, showed buyer types the brand had never addressed.
- Optimised for subscription value: budget was set on contribution margin, against lifetime value rather than first order.
- One variable at a time: each concept had a minimum spend before judgement, and winners were iterated until they explained themselves. New customers rose 173%.
The Results
New customers up 173%, and subscriptions up further still
Growth built on a system, not a single idea
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