How to Market a Postpartum Workout App

Postpartum fitness content goes wrong in two ways. It talks like everyone gave birth the same way, or it promises a body back on a timeline. Neither of those is a marketing plan you want.

This is not medical advice. Your app should say that, and so should your posts. People should follow their own clinician before they train.

Who the post is for

Write to one situation:

• Cleared for exercise and unsure where to start
• Training at home during naps
• Coming back after a C-section and told to wait

If your app does not cover a situation, do not post as if it does.

What to say

• "Cleared by your doctor is the start. Here is a gentle first session."
• "You can train while the baby naps. Here is a 15-minute version."
• "Core work is not crunches on week two."
• "The goal this month is to finish, not to sweat through your shirt."

What to leave out

Countdown-to-pre-baby-body posts. Shame about rest. Claims that a workout "heals" diastasis or any other condition. Other people's transformation photos you do not have permission to use.

How the slideshow should end

The last slide invites them to the app for the plan that matches where they are, and repeats that they need their own medical clearance. A parent scrolling at 11pm needs a short post and a clear next step, not a lecture.

Speak the way you would to a friend who asked "can I work out yet?" Answer the question. Name the limit. Offer the session.