Welltech’s CRM Playbook – Winning at User Retention (Expert Talks)

Keeping users coming back isn’t just luck—it’s strategy.

In the latest Retention Podcast, Reteno’s CEO Oleg Lesov sat down with Dmytro Demchenko, Head of CRM at Welltech, to talk about what drives engagement. If you’ve ever searched for a fitness or wellness app, you’ve likely come across Yoga-Go, WalkFit, Muscle Booster, Omo, or FastEasy. Welltech has built a powerhouse of health and fitness apps, but what keeps users sticking around? Let’s get into it.

Welltech: A Fitness App Powerhouse

Welltech isn’t just another name in the app store. With over 200 million downloads worldwide, they’ve built a solid reputation for helping people stay active, eat better, and take care of their health. Their apps follow a subscription-based model, which means retaining users is just as important as acquiring them. People don’t just need a reason to sign up—they need a reason to stay.

That’s where Dmytro’s team plays a crucial role. They’re responsible for making sure users don’t just download an app and forget about it. From the first interaction to long-term engagement, they test, refine, and optimize CRM strategies to guide users through their fitness journeys. As Dmytro put it, "It’s not just about sending messages; it’s about making sure users see the value of the product at every stage."

How Welltech’s CRM Team Operates

Welltech’s CRM strategy is built around two key areas: before and after the purchase. The first part focuses on helping potential subscribers understand what the app can do for them, while the second ensures that once they’ve subscribed, they stay engaged.

Early on, Welltech managed CRM differently for web and mobile users, which made things complicated. Eventually, they streamlined everything into a single system using Reteno, making it easier to run omnichannel campaigns that include email, push notifications, and in-app messages. This shift helped ensure consistency across platforms, making user communication feel more natural and connected.

One of the most crucial moments in a user’s journey is the first 24 to 48 hours after they subscribe. That’s when activation campaigns kick in, guiding users toward key actions that make them more likely to stick around. Instead of just sending random notifications, Welltech focuses on creating an experience that encourages users to keep coming back.

The CRM Campaigns That Make the Biggest Impact

When asked which CRM campaigns deliver the best results, Dmytro didn’t hesitate—two campaigns stand out.

The first is the “Abandoned subscription” campaign. Many users explore the app, reach the paywall, and then leave without subscribing. To win them back, Welltech uses targeted reminders via email and push notifications. A well-timed message that reminds users of what they’re missing can often tip the scales. Over time, this campaign has become a major revenue driver.

The second is the “Engagement reminder” campaign. Subscribing is only half the battle—users need to develop a habit of using the app. If they stop engaging, they’re more likely to cancel. Welltech sends timely nudges, like push notifications about upcoming workouts or progress updates via email. These messages help keep users on track and, ultimately, improve retention.

What Actually Works? A/B Testing and Unexpected Results

One thing Welltech never does is rely on gut feeling. Dmytro’s team is constantly running A/B tests, and some of the results have been surprising.

Take emojis, for example. Adding them to email subject lines? No noticeable effect. But in push notifications? Engagement went up, especially among younger users. Then there was the experiment with tone—one version of a message was warm and friendly, while another took a more direct, almost confrontational approach. The second version got more clicks but also led to negative reactions. As Dmytro joked, "Sometimes the bolder approach works, but if you go too far, you end up with users who are more annoyed than engaged."

Another key insight was that personalization inside the message works better than in the subject line. Including a user’s name in the subject didn’t do much, but tailoring the content to their interests made a real difference in conversions.

The biggest takeaway? Best practices aren’t always universal. The only way to know what works is to test, learn, and adapt.

How AI Is Changing CRM

AI is making waves in CRM, and Welltech is already exploring its potential. Rather than manually writing every single push notification, Dmytro’s team uses AI to generate multiple message variations and analyze which ones perform best.

Reteno is also working on an AI-powered assistant to help marketers create and optimize content. Instead of replacing human input, AI will speed up the process, allowing teams to scale their efforts while keeping control over messaging.

Dmytro predicts that AI-generated messages will outperform human-written ones at least 20% of the time. The challenge now is to find the right balance between automation and human creativity.

The Changing Landscape of Health & Fitness Apps

The health and fitness app market has changed drastically in the past few years. It used to be easier to launch a successful app, but today, competition is tougher than ever. Companies like Welltech have solidified their presence, and new players need smarter engagement strategies to stay in the game.

One of the biggest shifts has been the rising cost of user acquisition. Bringing in new users is now more expensive, which makes retention even more critical. Another key change is the growing demand for personalization—users expect content tailored to their specific goals, and generic messaging no longer cuts it.

Localization is another factor Welltech takes seriously. Even if users speak the same language, cultural differences affect how they respond to messaging. It’s not just about translating content—it’s about making sure the tone and messaging feel right for each audience.

Despite these challenges, there’s still plenty of opportunity in the market. Emerging regions and niche fitness categories offer room for growth, but the brands that will thrive are the ones that invest in smarter, more personalized engagement strategies.