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gofor360 · Loop Subscriptions
Subscription Cohort Report
Subscribers acquired 1 December 2025 – 5 July 2026 · Generated 2026-07-05 · Source: Loop Admin API (live)
The picture today
Across the store's entire subscription history (1190 contracts ever created), here is where things stand right now.
442Active subscribers
52Paused
696Cancelled (all time)
€14,876Active MRR (incl. shipping)
€178,512Annualised run-rate
€34Avg / active sub / mo
1.91Avg orders / active sub
37.1%Of all-time subs still active
Headline: The subscription base is real and growing in quality — but more than half of everyone who ever subscribed has cancelled, and the churn is concentrated in the first one or two orders of your earliest 2026 cohorts. The good news: every month since March has retained dramatically better than the one before.
Month-by-month cohort summary
Each row follows the group of subscribers who first joined in that month, and shows where they are today. Retention = still active or paused. Newer cohorts have had less time to churn, so read the trend, not just the level.
| Joined in | Started | Active | Paused | Cancelled | Retained | MRR now | |
|---|---|---|---|---|---|---|---|
| December 2025 | 82 | 35 | 8 | 39 | 52.4% | €608 | |
| January | 395 | 63 | 12 | 320 | 19.0% | €2,172 | |
| February | 245 | 57 | 2 | 186 | 24.1% | €2,032 | |
| March | 64 | 32 | 4 | 28 | 56.2% | €1,007 | |
| April | 149 | 69 | 11 | 69 | 53.7% | €2,508 | |
| May | 128 | 87 | 7 | 34 | 73.4% | €2,918 | |
| June | 92 | 81 | 1 | 10 | 89.1% | €3,098 | |
| July (to 5th) | 15 | 14 | 0 | 1 | 93.3% | €451 | |
| TOTAL Dec–Jul | 1170 | 438 | 45 | 687 | 41.3% | €14,794 |
The trend is the story. January retained just 19.0% and February 24.1%, but retention climbs every month to 89.1% for June. Some of that is age (June hasn't had time to churn), but the improvement is far too steep to be age alone — something changed in the funnel around March.
Realized LTV by join-month
Actual money collected to date from every subscriber who started in each month — including everyone who has since cancelled. Revenue is net of discounts, includes shipping, excludes VAT. LTV per subscriber = total collected ÷ all starters in that cohort.
| Joined in | Starters | Orders | Orders/sub | Net revenue | LTV / subscriber |
|---|---|---|---|---|---|
| December 2025 est | 82 | 139 | 1.7 | €5,946 | €72.51 |
| January | 395 | 682 | 1.73 | €30,467 | €77.13 |
| February | 245 | 386 | 1.58 | €16,229 | €66.24 |
| March | 64 | 118 | 1.84 | €5,234 | €81.78 |
| April | 149 | 234 | 1.57 | €11,431 | €76.72 |
| May | 128 | 182 | 1.42 | €8,033 | €62.76 |
| June | 92 | 97 | 1.05 | €5,178 | €56.28 |
| July (to 5th) | 15 | 15 | 1.0 | €852 | €56.77 |
| TOTAL Dec–Jul | 1170 | 1853 | 1.58 | €83,370 | €71.26 |
Read this as accumulated-so-far, not final. Younger cohorts (June, July) look lower only because they've had time for ~1 order — their LTV is still climbing. The one to watch is February at €66, below both the older January and the younger March: that's not age, it's February's heavy early churn suppressing lifetime value. December is marked est because its 82 first orders predate Loop's order log (Jan 3) and were reconstructed from each subscription's own price data; its renewal orders are exact.
Overall subscriber value by subscription-start month
Grouped by the month each subscription started (every starter kept, whether they later stayed or churned). Each subscriber is valued on their total gross spend since December 2025 — subscription orders and any other one-off products they bought. Customers who never subscribed (one-off products only) are shown separately for comparison. Subscription orders are identified by their subscription selling-plan, so the split is exact.
€108.65Overall LTV per subscriber (all starters, total spend)
€72.57One-time-only customer LTV
1.50×Subscriber vs one-time-only
32%Of subscribers also bought other products
| Sub-start month | Subs started | Subscribers | Also bought other | Overall LTV / sub | One-time-only | Their LTV | Ratio |
|---|---|---|---|---|---|---|---|
| December 2025 | 82 | 77 | 24 (31%) | €143.89 | 1,629 | €74.34 | 1.94× |
| January | 395 | 379 | 102 (27%) | €110.92 | 3,057 | €72.67 | 1.53× |
| February | 245 | 229 | 89 (39%) | €108.49 | 3,121 | €79.51 | 1.36× |
| March | 64 | 52 | 19 (37%) | €125.30 | 2,767 | €76.94 | 1.63× |
| April | 149 | 126 | 38 (30%) | €107.39 | 3,255 | €71.54 | 1.50× |
| May | 128 | 111 | 28 (25%) | €82.98 | 3,539 | €65.69 | 1.26× |
| June | 92 | 76 | 37 (49%) | €95.74 | 2,928 | €70.24 | 1.36× |
| July (to 5th) | 15 | 14 | 4 (29%) | €78.91 | 493 | €67.53 | 1.17× |
| ALL Dec–Jul | 1170 | 1064 | 341 (32%) | €108.65 | 20,789 | €72.57 | 1.50× |
“Subs started” counts subscriptions (e.g. 395 in January); “Subscribers” counts unique people whose first subscription began that month (a little lower, since a few customers start more than one subscription or first subscribed earlier). LTV is per unique subscriber.
A subscriber is worth 1.50× a one-time customer — and the gap is all cross-buying. Across all starters, a subscriber returns €108.65 in total vs €72.57 for a one-time-only customer. But that average hides two very different groups: the 32% who also buy other products are worth €180.56 (€89.67 subscription + €90.89 other), while the subscribers who only ever take the subscription are worth €74.73 — essentially the same as a one-time buyer (€72.57). Implication: the subscription alone barely lifts value; the real money is made when a subscriber is nudged into extra purchases. Cross-selling the subscriber base is the single biggest LTV lever in this data.
How fast do cancellers drop off?
This tracks the share of each cohort still paying through their 1st, 2nd, 3rd… order. A steep early drop means people cancel right after the first shipment. Lines simply stop where a cohort hasn't been around long enough to reach that cycle yet.
Billing cycle (order number) →
DecemberJanuaryFebruaryMarchAprilMayJuneJuly
Cycle 1 → 2 is your leak. The biggest fall for every cohort is between the first and second order. Whatever gets a subscriber to their 2nd shipment (onboarding, a cycle-1 reminder of value, a small loyalty perk) is where retention is won or lost.
Each cohort, in detail
For every month: where the joiners are now, exactly when the cancellers left, which calendar months the cancellations hit, and what they were subscribed to.
December 2025 2026
52.4% still subscribed82started
35active
8paused
39cancelled
€608MRR survivors
1.82avg orders/sub
When the 39 cancellers dropped off:
Churned after 1st order16 (41%)
Churned after 2nd order20 (51%)
Churned after 3rd order3 (8%)
Cancellations landed in: February: 16 · March: 2 · April: 18 · May: 2 · June: 1
Top products this cohort subscribed to:
- MAG 5+ | Bisglicinato ×70
- Zinco ×9
- ARTIVO ×3
- Fat Drena Plus ×2
- Cardio360 ×1
- Vitamina C ×1
January 2026
19.0% still subscribed395started
63active
12paused
320cancelled
€2,172MRR survivors
1.89avg orders/sub
When the 320 cancellers dropped off:
Churned after 1st order158 (49%)
Churned after 2nd order117 (37%)
Churned after 3rd order34 (11%)
Churned after 4+ orders11 (3%)
Cancellations landed in: January: 49 · February: 140 · March: 85 · April: 18 · May: 16 · June: 11 · July: 1
Top products this cohort subscribed to:
- MAG 5+ | Bisglicinato ×341
- Zinco ×26
- Vitamina D3+K2 ×20
- Mag5+ | Regolarità ×12
- Fat Drena Plus ×12
- Omega 3 ×10
February 2026
24.1% still subscribed245started
57active
2paused
186cancelled
€2,032MRR survivors
1.66avg orders/sub
When the 186 cancellers dropped off:
Churned after 1st order115 (62%)
Churned after 2nd order55 (30%)
Churned after 3rd order15 (8%)
Churned after 4+ orders1 (1%)
Cancellations landed in: February: 83 · March: 55 · April: 25 · May: 15 · June: 7 · July: 1
Top products this cohort subscribed to:
- MAG 5+ | Bisglicinato ×127
- MAG 5+ | Bisglicinato (150g) ×70
- Zinco ×34
- Fat Drena Plus ×17
- Omega 3 ×7
- Termogenico Strong ×5
March 2026
56.2% still subscribed64started
32active
4paused
28cancelled
€1,007MRR survivors
1.89avg orders/sub
When the 28 cancellers dropped off:
Churned after 1st order18 (64%)
Churned after 2nd order7 (25%)
Churned after 3rd order3 (11%)
Cancellations landed in: March: 8 · April: 10 · May: 6 · June: 4
Top products this cohort subscribed to:
- MAG 5+ | Bisglicinato ×40
- Mag5+ | Regolarità ×14
- Zinco ×10
- Fat Drena Plus ×9
- MAG 5+ | Bisglicinato (150g) ×3
- Omega 3 ×3
April 2026
53.7% still subscribed149started
69active
11paused
69cancelled
€2,508MRR survivors
1.64avg orders/sub
When the 69 cancellers dropped off:
Churned after 1st order46 (67%)
Churned after 2nd order22 (32%)
Churned after 3rd order1 (1%)
Cancellations landed in: April: 16 · May: 31 · June: 19 · July: 3
Top products this cohort subscribed to:
- Mag5+ | Regolarità ×57
- Ashwa B+ ×42
- MAG 5+ | Bisglicinato ×41
- Consiglio su misura con Carlo GRATIS, via ×28
- Zinco ×9
- Fat Drena Plus ×8
May 2026
73.4% still subscribed128started
87active
7paused
34cancelled
€2,918MRR survivors
1.48avg orders/sub
When the 34 cancellers dropped off:
Cancelled before any order1 (3%)
Churned after 1st order25 (74%)
Churned after 2nd order8 (24%)
Cancellations landed in: May: 14 · June: 18 · July: 2
Top products this cohort subscribed to:
- Mag5+ | Regolarità ×46
- Ashwa B+ ×42
- Consiglio su misura con Carlo GRATIS, via ×36
- MAG 5+ | Bisglicinato ×21
- Zinco ×9
- Fat Drena Plus ×4
June 2026
89.1% still subscribed92started
81active
1paused
10cancelled
€3,098MRR survivors
1.07avg orders/sub
When the 10 cancellers dropped off:
Churned after 1st order10 (100%)
Cancellations landed in: June: 9 · July: 1
Top products this cohort subscribed to:
- Mag5+ | Regolarità ×35
- Consiglio su misura con Carlo GRATIS, via ×33
- MAG 5+ | Bisglicinato ×27
- Ashwa B+ ×22
- Omega 3 ×3
- ARTIVO ×2
July (to 5th) 2026
93.3% still subscribed15started
14active
0paused
1cancelled
€451MRR survivors
1avg orders/sub
When the 1 cancellers dropped off:
Churned after 1st order1 (100%)
Cancellations landed in: July: 1
Top products this cohort subscribed to:
- Mag5+ | Regolarità ×6
- Consiglio su misura con Carlo GRATIS, via ×6
- Ashwa B+ ×4
- Mag5+ | Energy ×2
- MAG 5+ | Bisglicinato ×2
- Termogenico Élite Plus ×1
Why they cancel
Reasons given by the 687 subscribers who cancelled after joining in 2026 (labels normalised — several were free-text or spelling variants of the same thing).
Cancelled by customer (no reason)397 (58%)
Other reasons159 (23%)
Activated by mistake57 (8%)
Already have enough product32 (5%)
No longer need it23 (3%)
Too expensive11 (2%)
Wanted different product2 (0%)
cliente non vuole l'abbonamento1 (0%)
ha sbagliato non voleva l'abbonamento1 (0%)
cambia prodotto1 (0%)
non vuole rinnovare1 (0%)
vuole la spedizione in cod1 (0%)
“Activated by mistake” is a product problem, not a churn problem. A large block of cancellations are people who say they never meant to subscribe. That points at the checkout / subscription opt-in flow auto-enrolling buyers. Fixing it won't just cut churn — it will stop inflating your acquisition numbers with subscribers who were never real.
Subscribers by product
Every product people subscribe to (Dec–Jul joiners). A subscription can contain more than one product, so it can appear in more than one row. MRR is the monthly value of that product's lines across still-active subs.
| Product | Subs | Active | Paused | Canc. | Retained | MRR | Avg ord | |
|---|---|---|---|---|---|---|---|---|
| MAG 5+ | Bisglicinato | 669 | 195 | 26 | 448 | 33.0% | €5,719 | 1.79 | |
| Mag5+ | Regolarità | 172 | 110 | 6 | 56 | 67.4% | €2,820 | 1.56 | |
| Ashwa B+ | 112 | 76 | 7 | 29 | 74.1% | €3,171 | 1.44 | |
| Consiglio su misura con Carlo GRATIS, via What | 104 | 64 | 3 | 37 | 64.4% | €0 | 1 | |
| Zinco | 99 | 43 | 3 | 53 | 46.5% | €474 | 2.28 | |
| MAG 5+ | Bisglicinato (150g) | 77 | 15 | 0 | 62 | 19.5% | €344 | 1.66 | |
| Fat Drena Plus | 54 | 33 | 3 | 18 | 66.7% | €125 | 1.94 | |
| Omega 3 | 31 | 26 | 0 | 5 | 83.9% | €115 | 2.9 | |
| Vitamina D3+K2 | 25 | 5 | 1 | 19 | 24.0% | €143 | 1.44 | |
| ARTIVO | 17 | 9 | 0 | 8 | 52.9% | €173 | 1.41 | |
| Vitamina B | 12 | 6 | 1 | 5 | 58.3% | €123 | 1.92 | |
| Lady | 9 | 6 | 0 | 3 | 66.7% | €131 | 1.89 | |
| Multivitamine | 8 | 1 | 1 | 6 | 25.0% | €32 | 1.62 | |
| Termogenico Strong | 7 | 3 | 0 | 4 | 42.9% | €63 | 1.71 | |
| Detox | 7 | 4 | 1 | 2 | 71.4% | €105 | 1.57 | |
| Vigor | 6 | 3 | 0 | 3 | 50.0% | €96 | 1.33 | |
| Kit Performance | Testosterone | 5 | 1 | 0 | 4 | 20.0% | €52 | 2.2 | |
| No Dolore | 5 | 3 | 0 | 2 | 60.0% | €54 | 1.4 | |
| Relax | 5 | 3 | 0 | 2 | 60.0% | €139 | 1.4 | |
| Mag5+ | Energy | 4 | 4 | 0 | 0 | 100.0% | €107 | 1.25 | |
| Mag + | 4 | 0 | 0 | 4 | 0.0% | €0 | 1.5 | |
| Colesterolo | 4 | 2 | 0 | 2 | 50.0% | €50 | 1.25 | |
| Tisana drenante | 3 | 1 | 0 | 2 | 33.3% | €46 | 2.67 | |
| Vitamina C | 3 | 1 | 0 | 2 | 33.3% | €28 | 1 | |
| Bromelina | 3 | 1 | 1 | 1 | 66.7% | €56 | 1 | |
| Termogenico Élite Plus | 3 | 1 | 1 | 1 | 66.7% | €44 | 1 | |
| Creatina | 3 | 3 | 0 | 0 | 100.0% | €87 | 2.67 | |
| Carlo AI | 3 | 2 | 0 | 1 | 66.7% | €0 | 6.67 |
MAG 5+ Bisglicinato is the volume driver but the weakest retainer. It has by far the most subscribers (669) yet retains around 31% — the product most exposed to the early-cancel problem. By contrast Mag5+ Regolarità, Ashwa B+ and Omega 3 retain 67–84%. Your healthiest recurring revenue comes from those, not from your headline SKU.