App Rehab

Nancy Anderson found App Rehab in repeated questions from her audience, not in reports. Women kept asking about postpartum core rehab in her comments, DMs and Facebook groups. She saw it as a real gap, not a one-off, and worked out how to deliver it at scale online. App Rehab launched about eight years ago, has had over a million users, and still drives the most traffic to her Natal app.

She points out that this signal would never have appeared in Shopify reports or A/B tests: "That never would have showed up in my Shopify reports." She uses it as an example of her view that not everything important in a business shows up in the dashboard.

Sub Club▶ 32:12

The program filled a niche with almost no science-based support. Nancy saw early in her career that pregnant and postpartum women had few science-based fitness options. The programs that existed were outdated and full of fear and misinformation, while general-population clients had many choices.

She holds a master's degree in kinesiology and has 20 years in the industry. She narrowed her clients to mostly moms before moving online. Her coaches are real physical therapists and trainers who answer every DM, comment and email within 24 hours. That close contact is how questions like the ones behind App Rehab reach her.

Sub Club