“A lot of that material is inside the app so I think where people go into the community more and more and some of them just eventually get sick and tired of seeing the share cards and not being involved in the app — they're like I might as well use the app because I'm not in the cool club.”

Give Away Value Outside the App — Community FOMO Converts Non-Subscribers Passively

None to Run makes most of its content freely available outside the app (PDFs, audio files, blog posts), while locking only the structured in-app workout experience. Community members who see subscribers sharing run stats and progress cards in the group naturally develop FOMO and convert — without any explicit sales pitch. Giving away the 'what' and selling access to the 'how' is a freemium model that doesn't require touching the app's onboarding.