“We found that three classes seems to be the aha moment after three classes they really seem to be much more likely to be a long-term user so we're trying to get them to the three classes where a lot of our communication early on is focused on getting them to the three classes.”

Three Classes Is the Aha Moment — All Communication Should Drive Users There

Zumba pinpointed their retention inflection point through data: users who complete three classes show dramatically higher long-term retention. Every onboarding prompt, push notification, email, and in-app counter is now designed to drive toward that three-class milestone. They even default the weekly goal-setting widget to three classes and explain why three matters.