Eddie Hartman

Because whoever makes it to the eighth kilometer, they're in pretty good shape.

They made it eight kilometers, probably make it the ninth, probably make it to the full race, right?

We don't expect to see the same drop-off late in the race that we do early in the race, right?

So the thing is this.

Churn becomes lower and lower.

with each passing renewal, with each passing moment of tenure, right?

The thing to do then, why not look at a cohort that looks a lot like the people who made it to the eighth kilometer and recruit runners who look like that?

Maybe the problem was that you got a lot of people who were out of shape and didn't have shoes and didn't have a water bottle.

Maybe instead, even if it costs you a little bit more,

find people who look like the people who made it to the eighth kilometer and then you're almost certain that they're going to make it to the ninth kilometer now that may say you seem really obvious but you'd be astonished how many people don't do that and instead essentially

They look at this overweight group of people who are really out of shape, right?

One way or another.

And what do they do?

They say, oh, you know what we're going to do?

We're going to try to throw water bottles at them or we're going to try to tie their shoes tighter or something like that.

And I'm saying, instead of doing all that, look at the people who almost made it.

And just recruit people like that.

You can create a lookalike audience who look like people who stayed with you for six months, a year, two years.

Take that model and recruit people like that.

And then you will lose far fewer.