How Leiere Falck built a subscription app that broke even in three months.
Leiere Falck spent years growing LFF Coaching, her one-to-one personal training business, until she hit a ceiling only a subscription app could break. She built ON-DMND to reach more women without adding more hours to her week and breaking even in just 3 months.
"My break-even point was at three months, and generally, businesses take years to break even. I launched in August, so around the end of the year is when I realized, okay, this is working. The fact that the app itself could break even at that point, I knew, well, I'm doing something right."
- Leiere Falck, founder, ON-DMND
Break-even doesn't have to take years.
If you're wondering how long a subscription fitness app takes to pay for itself, three months is a real answer, not a marketing one. ON-DMND launched in August, and by December, with around 280 active subscribers, Leiere had already recouped what she'd invested in building it.
That doesn't mean every app follows the same timeline. But it does challenge the assumption that you need thousands of members before a subscription business becomes worthwhile.
"There are so many apps out there, and there are so many coaches out there. You don't want to be like them. Your app doesn't have to be for everyone. Your app just needs to be for specific clientele.
- Leiere Falck, founder, ON-DMND
Standing out starts with knowing who you're for.
One of the biggest mindset shifts for any creator is realising that differentiation doesn't come from doing more. It comes from knowing exactly who you're building for.
ON-DMND wasn't designed to appeal to everyone. It was designed for women looking for fitness that fits around real life. That's what made it stand out.
"I knew when I launched my app, it wasn't going to be 100% perfect in my own head, because I knew the potential of what it could be. Many times you would stop, and you would procrastinate, and you wouldn't take action because you feel like it's not perfect. The app was perfect at launch time, with everything that was on there. In my head, it just wasn't where I wanted it to be, because I knew the potential of it."
- Leiere Falck, founder, ON-DMND
Progress beats perfection.
Perfection has delayed more creator businesses than bad ideas ever have.
Leiere launched knowing ON-DMND wasn't everything she imagined it could become, because she understood that the real work starts once members begin using it.
An app doesn't have to launch with every feature. It just needs to solve a real problem well enough for people to want to come back.
"What I love about Sudor is that I get that personal touch. I get the feel of what I would want if I had to invest in my own app, and I get that with Sudor for a much more affordable price. You can customize your app, and it completely looks like your own. I send emails at ten in the evening, and Nicole gets back to me. I don't wait longer than half a day for a response, and sometimes it's within an hour. The support has been incredible. The build was seamless, and when everything came together, it was just a dream come true."
- Leiere Falck, founder, ON-DMND
A personal touch from start to finish.
Building an app is about more than the technology.
It's about creating something that feels like your brand, with a team that genuinely feels invested in your journey. That's what stood out most to Leiere, and it's something we care deeply about too.
If you're thinking about launching your own app, we'd love to chat and learn more about what you're building.
Partners who trust us.
