How WeWard Hit 20M Users Without Paid Ads — Yves Benchimol, WeWard

On the podcast: growing for four years on press and organic alone, affiliate deals as an underexplored revenue stream, and why deciding to pivot is the hardest part.Top Takeaways:🗞️ A PR retainer can beat paid UA for a mass-market app A $3–5K monthly retainer produced months with half a million downloads and four years of growth with zero Meta or Google spend.🤝 Affiliate deals are the revenue stream most subscription apps still ignore Brands pay commission only on sales, so the pitch to Nike-sized partners is low-risk for them and the deals are reached directly, not invented.📏 Pick the metric that is the user's outcome and A/B test every feature against it A walking app that refuses to track time in app and measures steps instead shipped a feature that lifted steps 10% by locking social media behind a step goal.🌍 A growth playbook that works in one country can fail completely in the next The PR strategy that pulled 300,000 downloads from a single French TV segment produced nothing in the US, where nobody knew the founder or the app.⭐ A celebrity works harder as a shareholder than as a spokesperson  An ambassador-plus-investor deal changed hiring, press replies, CAC and retention at once, though the impact can be difficult to precisely quantify.⏱️ At scale, app review times are a growth constraint, not an inconvenience The more parallel A/B tests you run, the more a 24-hour (or five-day) release cycle caps how fast you can learn.About Yves Benchimol:🚶 Founder of WeWard, a free mobile app backed by Venus Williams designed to make walking a more rewarding part of people's lives. WeWard’s mission is simple: to get more people walking the world over.👋 LinkedIn🚀WeWard 🖥️ WeWard Careers💬WeWard on XFollow us on X: David Barnard - @drbarnardJacob Eiting - @jeitingRevenueCat - @RevenueCatSubClub - @SubClubHQEpisode Highlights:[00:00] Meet Yves Benchimol of WeWard[01:36] Why Yves left B2B retail analytics[05:04] Shutting down a business to start over[07:31] Building an app that rewards walking[09:29] Why WeWard ditched blockchain[12:24] Choosing user value over technical complexity[15:55] Loyalty, gamification, and motivational layers[17:41] Why WeWard measures steps, not screen time[18:37] Building revenue beyond subscriptions[21:46] How affiliate marketing fits WeWard[23:54] Using PR as the first acquisition channel[25:18] 300,000 downloads in under five minutes[28:32] Four years without paid UA, and why US press fell flat[31:12] Why US growth required local credibility[33:11] Pitching Venus Williams at lunch[37:47] What Venus Williams brings as ambassador and investor[42:01] What's next for WeWard's global growth[43:14] Staying ahead of copycat apps[46:25] Locking social apps until users walk[48:27] Motivational layers and staying focused on walking[50:11] Localizing rewards across 29 countries[52:35] Why growth strategies change by market[54:10] Moving to the US to scale WeWard[57:13] Why big growth requires bigger bets[1:00:06] Biggest win: rebuilding the onboarding[1:00:46] Biggest fail: returning to B2B[1:01:46] Why mobile app iteration is still too slow

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