In a market saturated with FOMO and shame-driven lesson reminders, Zigzag shows that ethical UX and empathy-led CRM drive better retention and brand loyalty—especially for subscription apps.

In this episode, Peggy Anne Salz is joined by Lorna Winter (Co-Founder & Head of Programme) and Ed Williams (Growth Marketing Manager - Lifecycle & CRM) from Zigzag, the mission-led puppy training app doing things differently.

Zigzag blends behavioral science, smart CRM, and a lot of heart—building real relationships through hyper-personalized journeys, AI support that doesn’t feel robotic, and a community that’s genuinely invested (Hi, Tate!). It’s a strategy that’s helped them double growth, boost lesson completions by 14%, and increase retention by 16% last year alone.

Lorna, Ed, and Peggy dive into Zigzag's strategy behind hyper-personalized onboarding and lifecycle flows, how being B-Corp Certified shapes their growth, and what ethical, value-driven business practices look like in action.

CHAPTER TIMESTAMPS

00:00 - Intro

02:54 - Recognized for marketing

06:13 - Zigzag and Ziggy's origin story

11:27 - Balancing individual and the masses

14:51 - Generous marketing & b-corps

19:00 - Key KPIs & happiness research

25:42 - A winning "win back" strategy

33:10 - Shame-free CRM

40:35 - The vision for Ziggy

44:39 - What inspires Lorna & Ed

50:12 - Outro