Customer Retention for Start Ups

Given the detailed information you've provided, here's a comprehensive customer retention strategy tailored for your fitness app start-up:

Immediate Glitch Resolution:

Dedicate resources to urgently address app glitches which have been a recurring pain point based on customer feedback.
Communicate openly about these improvements through in-app notifications and emails, assuring users that their concerns are being addressed.

Enhanced Real-Time Feedback:

Since real-time feedback from certified trainers is a USP, consider hosting monthly live workout sessions where subscribers can engage with these trainers in real time.
Offer Q&A sessions post-workout to discuss personal challenges, modifications, and progress.

Refine the Points System:

Introduce 'tiered' loyalty levels, where users progress to higher tiers based on accumulated points. Each tier can offer unique perks such as early access to new features, exclusive workouts, or direct Q&A sessions with top trainers.
Allow users to gift a portion of their points to friends as an incentive to join the app, fostering community and encouraging new user acquisition.

Leverage Personalized Content:

Use AI and user data to create highly personalized content snippets. For instance, if a user often does evening workouts, send a mid-day motivational in-app notification tailored to their workout preferences.
Use email campaigns to send users updates on their progress, new workouts tailored to their preferences, and diet suggestions based on their past selections.

Gamify the User Experience:

Since competitors are using gamification, integrate challenges and streaks into your app. For instance, a 30-day challenge where users have to maintain a streak can be rewarding. Top performers can get bonus points or exclusive content.
Host monthly contests with prizes related to fitness. This can include premium workout gear, or even sessions with celebrity fitness trainers.

Engage and Educate:

Introduce webinars or podcast sessions featuring your certified trainers. They can discuss trending health topics, share diet tips, or even bring in guest experts.
Host community events or collaborations. For instance, partnering with a local health food brand to offer discounts or running challenges in collaboration with athletic brands.

Amplify Post-Purchase Support:

Highlight the 24/7 chat support in all communication. Knowing help is always available enhances the user's confidence in your platform.
Use the chat support system to ask users if they'd be interested in providing feedback after they've interacted with support. Direct feedback can lead to more accurate improvements.

Friend Referral Enhancements:

Increase the incentive for the refer-a-friend program during peak fitness seasons (like New Year resolutions or summer prep).
Introduce a leaderboard for referrers. The top referrers each month could get access to premium content, bonus points, or exclusive merchandise.

Continuous Feedback Integration:

Instead of just monthly surveys, introduce a 'quick feedback' feature within the app after each workout. This can be as simple as an emoji-based rating system.
Use the feedback data to improve workouts, diet plans, and the overall user experience.

Competitive Analysis and Iteration:

Keep an eye on emerging trends and what competitors introduce. Regularly iterate on your app based on this analysis and your own data.
Consider hosting focus groups with a small segment of your users to deep dive into their needs, preferences, and pain points.
Given your current churn rate, implementing these strategies holistically can make a significant difference. Remember, it's often more costly to acquire a new customer than to retain an existing one. Prioritize long-term engagement, and you'll see an uptick in loyalty, advocacy, and overall user satisfaction.