How to Market a Couch to 5K App

Couch-to-5K apps lose people on the first post by showing a race. The person you want does not own the shoes yet, or the shoes are still clean.

Talk about week 1

• "Week 1 is mostly walking. That's the program, not a watered-down version."
• "You can do it on a treadmill if the street feels like too much."
• "A day you repeat is still a day."
• "What to wear when you don't know what runners wear."

Leave out

Finish times. Weight loss. A crowd at a finish line. "No excuses" copy. The person on the couch has heard it and stayed there. The app's advantage is a plan that expects them to be new.

Show the interval

A slide that reads "run 1 minute, walk 2" (or your real week 1) is the product. Screenshot that workout, not a map of a 10k. People download when they can see themselves finishing Tuesday.

Post in the evening, when tomorrow morning's run is still a decision they can set out clothes for.