“We went big with a big budget on paid acquisition and it was basically impossible to make the economics work out. We were seeing ROAS as low as 10% — economically it was just setting money on fire.”

Paid UA push hit 10% ROAS — economically setting money on fire

In 2019 Lose It! tried to break free of organic-only growth with a serious paid push. Predicted 10-day ROAS curves came in at ~10% of LTV. The deeper lesson: competitors who make paid work (Noom, MyFitnessPal at 2x the price) priced around paid CAC from day one. Lose It! priced around an organic base — paid couldn't retrofit.