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Fraz was on a white-label app provider. The product wasn't being developed in the direction he needed and the experience was poor. He moved to Clubb with 2,500 paying subscribers. A year later he's at 5,000, growing efficiently through a combination of organic content and paid ads.
Fraser Reynolds - @fraser__reynolds - is a PE teacher turned nutrition coach with 477K on Instagram and 1.5M+ across platforms. His brand is Recipes with Fraz: high-protein recipes under 600 calories, for people who want to lose fat without cutting out the food they actually like.
Dauphinoise Chicken Pie. Crispy Chilli Beef. Crusted Salmon Burger. Air fryer, slow cooker, fakeaways, family cooking. His cookbook, Tasty High Protein, is a Sunday Times bestseller.
Before Clubb, Fraz was on a white-label app provider. The kind where you get a templated app, pay a fee, and you're one of a lot of creators using the same underlying thing with different logos on top.
The issue wasn't the starting product. It was that the product wasn't being built on. Features his audience wanted weren't shipping. As one customer of many, he didn't have much leverage on what got prioritised.
He already had 2,500 paying subscribers. They were paying for something that wasn't getting better.
Fraz came to Clubb. We migrated his content and his 2,500 existing subscribers across. He went from being a small customer on a generic platform to having a product built specifically for food creators, shipping updates every week.
The difference wasn't only the app on the day he switched. It was what happened after - new features, better onboarding, a better checkout, recipe portal improvements - all of it landing on his app without him lifting a finger.
Here's where Fraz's story gets interesting.
Now with a stable subscriber base and a great product with strong retention, Fraser wanted to explore the next stage of growth. Speeding up acquisition with paid ads.
Paid ads only work when the product behind the ad actually converts. A good landing page gets people in. A good trial experience keeps them. A good recipe library gets them to pay. A good app keeps them paying. If any of that breaks, the ad spend goes nowhere.
Fraz's stack held up at every step. Ad spend turned into trials, trials turned into paying subscribers, subscribers stuck around. He's now doing this reliably enough that he's doubled his subscriber base.
Paid advertising isn't a growth hack. It's a test of your product.
If subscribers churn fast, the cost of acquiring them is more than they pay you, and you lose money on every new one. If the checkout is clunky, ad spend never turns into paid. If the app is generic, retention suffers, and the ads get more expensive every month as you chase the same pool.
For Fraz it worked because the thing on the other side of the ad was good. His brand, his recipes, a proper app, a trial that converted, a subscription people kept paying for. Ads amplify what's already working. They don't fix what isn't.
A platform that isn't being actively built on is a platform that's quietly getting worse relative to everyone else's. Fine at first, a problem later.
The second thing: paid ads are hard to scale on a platform you don't control. You're sending traffic to someone else's conversion flow, someone else's retention, someone else's roadmap. Fraz couldn't have run the growth play he's running now on his old setup.
Clubb is built for food creators and actively built - we ship every week. If your current platform has stopped improving, or you want a product that can handle paid growth, we should talk. We'll migrate your content and your subscribers for you.