Mike Woodall: How Whisker Turned Cat Data Into Recurring Revenue

In this episode, Doug and Mike Woodall discuss:Brands excelling at subscriptionsWhisker’s data-driven subscription and engagement strategySubscription conversion experiments and UX changesDiscount and offer testing for subscriber acquisitionThe feedback loop: community, CX, and continuous optimizationKey Takeaways:Whisker’s growth engine is its own app ecosystem, which converts litter box buyers into highly engaged subscribers by feeding behavior and device data into CRM. The “hide buy-once” experiment shows how small UX changes can massively shift subscription mix without hurting revenue. Discounting is treated as a testable lever, not a default growth tactic, and Mike’s team is carefully watching whether aggressive first-order offers (35% sitewide and 50% off litter) deliver durable subscriber value or just front-load signups that quickly churn.Whisker’s active Reddit base and close partnership with the CX team surface real-world friction in the subscription experience, directly informing roadmap and UX changes.A subscription program is managed more like a living product than a one-time setup. “From the SubSummit conferences I've been to in the past, I've always garnered a lot from hearing from the speakers and from different companies about their successes as well as their shortcomings.” - Mike WoodallAbout the guest, Mike Woodall:Mike Woodall is the Director of CRM & Subscriptions at Whisker and an experienced digital marketing leader with over 12 years of expertise in email, CRM, and retention lifecycle marketing. He has built and optimized high-performing customer engagement programs for both startups and established enterprise companies. Mike has deep experience working with leading CRM and marketing automation platforms, including Braze, Oracle Responsys, Klaviyo, and Iterable. Known for his strengths in client retention strategy, growth forecasting, and cross-functional leadership, he effectively collaborates with executive teams while guiding marketing initiatives that drive long-term customer engagement and business growth.Connect with Mike Woodall:LinkedIn: https://www.linkedin.com/in/mikejwoodall/ Website: https://www.whisker.com/ SubSummit will be in Kansas City, May 13-15, 2026Attend SubSummit FOR FREE Here: https://subsummit.com/hosted-merchant-meetings-program/ You can also book your tickets here: https://subsummit.com/tickets/ Book your meeting with Christopher George from SubSummit here: https://meetings.hubspot.com/chris3306/linkedin-profile?uuid=0c103e97-4adc-4c16-bbe6-794c92ab9c61 About SubSummit:SubSummit brings together thousands of executives and operators from established enterprises, direct-to-consumer, fast-growing startups, innovative tech companies, active investors, and more. These pioneers come from across a broad range of industries, including e-commerce, media, publishing, retail, streaming, SaaS, digital, automotive, and beyond.From FabFitFun to Walmart+ to MasterClass, the world’s leading brands leverage SubSummit to remain catalysts in consumer engagement and product experiences.Simply put, if you’re in subscription, membership, or recurring revenue, you’re at SubSummit.Website: https://subsummit.com/ LinkedIn: https://www.linkedin.com/company/subsummit/ Instagram: https://www.instagram.com/sub_summit/ Show notes by Podcastologist: Hanz Jimuel AlvarezAudio production by Turnkey Podcast Productions. You're the expert. Your podcast will prove it.