Bare Performance Nutrition Grows into 9 Figures with a Community-Centered Digital Experience

“If you're looking to invest in your customer experience online, you will be hard-pressed to find an agency that cares as much and is really a part of your team, like Anatta.”

Trey Freeman

CMO, Bare Performance Nutrition

Bare Performance Nutrition storefront imagery

Impact

Subscribers Nearly Doubled, Without Auto-Enrollment

Total subscribers grew roughly 90% in under a year through visibility, clarity, and loyalty integration alone.

Full-Funnel Gains, Year Over Year

Matched five-month comparisons showed conversion up 5.76%, bounce down 14%, and checkout abandonment down 3.87%, while traffic grew 15%.

From DTC Optimization to 9-Figure Omnichannel

Four-plus years in, the partnership anchored BPN's expansion into retail, Amazon, and the UK as the brand grew into nine-figure revenue.

The Challenge

A Community-Built Brand Growing Faster Than Its Foundation

Bare Performance Nutrition wasn’t built like most supplement brands. Founded by Nick Bare in 2012, BPN grew on the strength of its community. The brand earned an audience through years of authentic content, a founder who trains alongside his customers, and products that back the “Go One More” ethos with third-party testing and US manufacturing. When pandemic-era demand sent traffic surging, BPN had something most brands spend fortunes chasing: attention arriving faster than it could be converted.

Bare Performance Nutrition supplements and apparel

The surge exposed what organic growth had papered over, creating a gap between the strength of the brand and the experience representing it:

The customer journey hadn’t kept pace with the brand. Friction across product pages, cart, navigation, and mobile was costing conversions at exactly the moment traffic peaked.
The stack had sprawled. A collection of third-party applications, accumulated piecemeal over years, added weight and complexity the site was never architected to carry.
Speed was suffering. Site performance lagged the standard a performance brand implicitly promises.
And the stakes were unique: trust was the moat. BPN’s growth engine was community credibility. Any optimization program that traded short-term conversion for customer trust would be jeopardizing the asset it was meant to grow.

What BPN didn’t need was a teardown. The brand was working; the audience was real; much of the experience was worth keeping. BPN needed a partner who could tell the difference — audit what existed, fix what mattered, and grow the numbers without changing what the brand meant to its community. BPN found that partner the way trust-built brands tend to: through work it had already seen. After encountering Anatta’s work for another DTC brand, BPN began the partnership in Q3 2021.

It's funny. We wanted to work with Anatta for two years before we actually started working together. We would go to all these websites that we liked. We would inspect them. And then we would learn that Anatta had made them.

Trey Freeman

CMO, Bare Performance Nutrition

The Solution

Keep What Works. Fix What Matters. Grow Without Spending Trust.

An Audit Before an Opinion

Instead of a redesign concept, Anatta's first deliverable was a diagnosis. The team benchmarked BPN's entire shopping experience against Baymard Institute UX research, to separate what the brand had gotten right from what was costing growth. The result was a prioritized roadmap of high-impact fixes — heuristic updates across the homepage, collection, and product pages, rather than a teardown of a site the audience already trusted.

Anatta’s audit and quality assurance process

Growing Subscriptions the Hard Way, On Purpose

The subscription program presented the engagement's defining choice. The category playbook is well known: default customers into recurring orders. But BPN knew auto-enrollment didn't fit the brand ethos. Aligned with BPN, Anatta grew subscriptions through education and visibility instead.

The existing subscribe-and-save offer was made easier to find and easier to understand. It received clearer placement across the shopping journey, plain-language framing of the value, and loyalty rewards integrated so subscribing felt like joining the community. Growth came from customers choosing the program after understanding its value.

The Bare Performance Nutrition cart experience

An Engine of Compounding Fixes

Around the subscription work ran a continuous optimization program, with every change tested rather than assumed:

The product quiz was rebuilt end to end. The quiz surfaced in navigation and on the homepage, was reordered from general to specific with fewer questions, and given a redesigned results page. Completion time fell 46%, completion rate rose 12%, and conversion from quiz starts increased 3%. Higher completion volume also supported BPN’s marketing with voluntarily shared customer data.
Testing revealed where product education mattered most. One experiment removed add-to-cart buttons from collection pages entirely, routing shoppers to product pages instead. The change drove 6% higher revenue per session.

The Second Act: From Optimized DTC to Omnichannel Anchor

As the partnership matured past its optimization era, the mandate widened. Anatta executed a complete rebrand and redesign in four months. This work was the anchor for BPN's expansion beyond pure DTC into retail, Amazon, and international markets. Anatta also built a dedicated content hub for Nick Bare's material, converting the brand's media engine into owned organic traffic. Membership and loyalty foundations followed to help lifetime value rise as the brand scaled across channels.

Bare Performance Nutrition customers training

The Results

A Nine-Figure Brand That Never Spent Its Trust

Subscribers Up ~90% in Under a Year, No Auto-Enrollment Required: Within roughly eight to nine months, BPN’s total subscriber count nearly doubled, driven entirely by visibility, comprehension, and loyalty integration.
A Funnel That Improved While Traffic Grew: Comparing matched five-month windows a year apart, conversion rose 5.76%, bounce rate fell 14%, and checkout abandonment dropped 3.87%. Revenue per user climbed 2.7% as site traffic grew 15%.
Subscription Growth That Kept Compounding: The optimization-era foundation became a four-year arc with total subscription growth of 1,400%.
National Recognition for the Trajectory: BPN ranked No. 40 on Inc.’s list of the fastest-growing private companies in the Southwest.
A Nine-Figure Brand, A Majority Investment: Four-plus years after the partnership began, BPN had scaled past nine figures in revenue across DTC, retail, Amazon, and the UK, and went on to secure a majority investment.

Looking Forward

The partnership continues past the milestone that would have been an ending. With the brand across four channels and two countries, the work now is keeping one experience coherent as each channel grows — the same standard that got BPN here.

In terms of partners, it's hard for me to associate Anatta with an agency. Anatta has been the best agency when it comes to feeling like they're part of our team. Our partnership has set a precedent for how I now think about and vet agencies.

Trey Freeman

CMO, Bare Performance Nutrition

Bare Performance Nutrition Grows into 9 Figures with a Community-Centered Digital Experience

Impact

A Community-Built Brand Growing Faster Than Its Foundation

Keep What Works. Fix What Matters. Grow Without Spending Trust.

A Nine-Figure Brand That Never Spent Its Trust

More Anatta Success Stories