“The folks who subscribed are retaining at higher rates than normal too and i think it's kind of more of a testament to like how the zeitgeist has changed a little bit post-pandemic and again people are like being outside just makes people feel good.”

Pandemic Subscribers Retained At Higher-Than-Normal Rates — Habit Formation Outlasted The Crisis

AllTrails entered 2021 with two unknowns: would pandemic registrants ever convert to paid, and would pandemic subscribers churn when life reopened? Both resolved favorably — conversion and retention actually exceeded pre-COVID norms. The explanation isn't luck: the outdoor habit formed during lockdowns became a permanent lifestyle shift. For subscription apps, a behavior-change moment (pandemic, life event, resolution) can set retention floors permanently above baseline.