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Gigi (@gigi_goes_vegan) is a plant-based nutritionist and PT with around 800k followers on Instagram. Her thing is high-protein plant-based food, mostly aimed at active people. She's also written a cookbook (Plant Protein) and worked with Mob and a bunch of brands.
Her audience was already engaged and asking for more — meal plans, shopping lists, somewhere to actually use her recipes week to week. She didn't have a good way to give them that.
She always found herself in the same position as most popular food creators - constant demands for where can I find more of your recipes, follow along with them, search the full library. Find the specific recipe they loved from a year ago.
The existing options didn't really fit. Blogging isn't the business it used to be, and can take years and huge amounts of work. Substack is for journalism. Generic membership platforms aren't built for recipes. Building her own app would have been six figures and a year of her life.
Clubb gave her a fully branded recipe app — Piante, her name, her colours, her domain — without her having to build any of it. We imported her back catalogue, helped structure the content, and worked with her on the launch plan.
Piante went live in December 2025 with 100+ recipes already in the app.
The launch offer was an early-bird annual price, locked in for life. Anyone who joined in the launch window paid less than anyone joining later, forever. No promo codes, no discount that expires — just a permanent rate for early subscribers.
Gigi built a bit of excitement in the lead up to launch, hinting that something was happening.
Over 1,000 paying subscribers by the end of the first month. Over 80% on annual plans.
The annual rate is the bit worth paying attention to. Most creators see 15-30% on annual at launch without offers. This deal meant significant early cash flow, and a heavily invested early base of subscribers she could build on.
"After months (and months!) of testing, filming, tweaking, and building — my brand-new recipe app is HERE."
Gigi, on launch day
The niche is specific. Gigi doesn't do vegan recipes generally. She does high-protein plant-based food for active people. That kind of specificity converts much better than broad food content.
She had a back catalogue ready. She didn't need to create 100 new recipes for launch — we imported what she already had, so the app launched feeling full rather than thin.
The product is functional, not just editorial. Meal plans, shopping lists, an AI assistant trained on her recipes. People use it every week, which is what subscription businesses actually need.
Annual-first pricing with a real reason to commit. Locked-in early-bird pricing isn't a discount code, it's a permanent rate.
It's Piante, not Clubb. Her audience downloaded her app. We run in the background. Gigi owns the brand, the Stripe account, and the subscriber relationships.
The important thing for all creators is that they should own what they're building. Gigi owns all of her content, her subscribers and the payment processing, so she has complete control of her destiny.
Get in touch and we'll talk through what it'd look like for you.