Patrick Rills
Chief Product & Technology Officer at Lose It!, leading product and pricing strategy for the app-based weight loss program and overseeing experiments that informed a major subscription price change.
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Mar 3, 2026 • 18min
The Hidden Cost of Underpricing Your Subscription – Patrick Rills, Lose It!
Patrick Rills, Chief Product & Technology Officer at Lose It!, leads product and pricing strategy for the weight-loss app. He discusses testing prices from $5 to $120 and why rising CACs forced a rethink. He explains how doubling price unlocked paid acquisition and enabled deeper discounts. He also covers grandfathering longtime subscribers to reduce churn.
