Johanna Devries' growwithjo: 9.24M Subscribers, 13,000 Members, and a Price That Doubled Since 2022

Key Takeaways:

Johanna Devries' growwithjo YouTube channel showed 9.24 million subscribers, 627 videos and 1.08 billion views on October 2, 2026. The workouts there are free
Her membership costs $39.99 a month or $198.99 a year. In a May 2022 interview with Net Influencer, she put the app at $20 a month or $60 a year
The monthly price roughly doubled and the annual price rose about 3.3 times. Over the same stretch, the paid tier gained things YouTube can't offer: live group calls with Jo, in-person events, a planned monthly schedule and a nutrition course
Her About page counts 13,000 women in the app. That's roughly one member for every 710 YouTube subscribers

A fitness creator with a billion free views has a pricing problem most people would expect to get worse over time. Every new upload adds to a free library. Yet growwithjo's paid price went up, not down, while that library kept growing. The reason is in what the price now covers.

Who Is Johanna Devries?

Johanna Devries is the fitness creator behind growwithjo, a home-workout brand for women that combines a free YouTube channel with a paid app and membership. Her channel, started in October 2015, had 9.24 million subscribers and 627 videos on October 2, 2026. Most people know her as Jo. Her own site uses only "Jo." The full name comes from press: a Bustle review of her walking workouts and the 2022 Net Influencer interview both name her as Johanna Devries, a personal trainer. The YouTube About section says she coached clients one-on-one at a local gym before going online. Her site tells a more personal version. The About page describes starting with "a mat in my living room" after her first baby, then working through three pregnancies. It describes four habits she kept returning to: strength training at home, taking her steps, eating in a deficit and practicing consistency. She calls this the STEP Method, and every program in the app is built around it. The walking workouts that made her known on YouTube are the "take your steps" part made into a follow-along video. She also posts on Instagram and TikTok.

What Does a growwithjo Membership Cost in 2026?

A growwithjo membership costs $39.99 a month after a 7-day free trial, or $198.99 a year, as of October 2, 2026. The annual plan works out to about $16.58 a month, which the site describes as saving 58% versus monthly. The same two prices appear as in-app purchases on the App Store listing.

Both plans include the same list: a daily workout schedule planned a month ahead, 800+ on-demand workouts, streak tracking, the community, live group calls with Jo, a Done With Diets nutrition course, custom meal maps, free access to growwithjo in-person events, and streaming on phone, tablet or TV. The page says the average workout lasts 20 minutes. The iOS app has 723 ratings averaging 4.94 stars and was updated on September 30, 2026. The current listing first went live on March 6, 2024. Her timeline says the app launched in 2022, and the 2022 interview already described a paid app with a 7-day trial, so the 2024 listing appears to be a newer build rather than the first one.

The 2022 Price Was Half

In the May 2022 interview, Devries described the app plainly: "It's a paid app and the subscription is $20 a month or $60 for the year but we do offer 7 days free." The same article put her channel at nearly 2 million subscribers.

Two things changed. First, both prices went up. Monthly rose from $20 to $39.99. Annual rose from $60 to $198.99. Second, the gap between the two plans narrowed. In 2022 a year cost the same as three months, a 75% discount. In 2026 it costs about five months, a 58% discount. The annual plan is still the better deal, but it's no longer a near giveaway, and the higher monthly price makes the annual price look reasonable next to it. Our guide to annual versus monthly subscriptions explains why that discount matters for retention. We can't see from public sources when the prices changed or how existing members were handled. If you're planning a similar move, Apple and Google have specific consent rules for raising prices on people who already subscribe, which we cover in how to raise an app subscription price.

What Did the Price Increase Buy?

Between 2022 and 2026, growwithjo's paid tier added things that depend on Jo being present: live group calls, live workouts, accountability calls and in-person events. Her own timeline dates these to 2024. None of them has a free equivalent on her YouTube channel. Her About page lays the history out year by year. In 2022 she launched the app "with quick, effective workouts." In 2024, "in-person gatherings, live workouts, and accountability calls brought it all to life." The 2022 interview shows an early version of the same idea: a two-week event called Grow Fest, with Zoom calls, live streams and premieres every day, plus a challenge inside the app.

The App Store screenshots make the same point. One shows Jo posting in a members-only feed called "from-jo." Another shows a scheduled "Live workout with Jo" with a countdown and a reminder button. These are the parts of the product that a free video can't copy, because each one happens once, at a set time, with her there.

A free library caps what a recorded workout can cost. It doesn't cap what a live call with the creator can cost.

Built by Foundry builds the product your audience pays for every month, ships it in about three weeks, and runs it after launch. $0 upfront, revenue share, and you own the business.

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The Free-Twin Test

Here's the lesson other creators can reuse. For each feature in your paid product, ask whether a free version of it already exists on your channel. Features with a free twin, such as recorded workouts, have a price ceiling set by the free library. Features with no free twin, such as a planned schedule, live calls, a members-only community or events, are what let a price go up while the free library keeps growing. growwithjo passes the test in a specific way. It gives away the workouts and charges for everything around them: the decision about what to do today, the live calls, the people and the events. Two other creators who give their workouts away on YouTube show the range. Heather Robertson lists her app at $19.99 a month or $155.88 a year. Caroline Girvan's CGX lists $12.99 a month or $99.99 a year on the App Store. Both prices were read on October 2, 2026. growwithjo charges the most of the three, and it's the one whose paid tier leans hardest on live calls, community and events.

What We Can't See

The 13,000 figure comes from the creator's own site, and we don't know how many of those members are on trials, on monthly or on annual plans. If every one paid the annual price, that would be about $2.6 million a year before platform and payment fees. If every one paid monthly, it would be about $6.2 million. Both numbers are our own arithmetic, not reported revenue, and the true figure depends on a plan mix we can't see. Rating counts aren't user counts. Some site numbers are also older than others. Her About page lists 8.9 million YouTube subscribers against 9.24 million live, so treat its 2.7 million Instagram figure as dated too. The iOS seller is listed as Dasilva Digital Empire LLC, and the site doesn't explain that company's relationship to the brand.

If You Teach Home Workouts to Busy Women

If you're a fitness creator whose audience is mostly busy parents, you probably already have the free library. What your audience can't get from that library is a plan for today, a reason to show up and someone who notices when they do. growwithjo charges $39.99 a month for those things, and 13,000 women have joined. Building the app is the smaller part of the work. The schedule, the community, the live calls and the retention work that keep members paying are ongoing, which is what Built by Foundry does and why we keep running products after they ship. If you're deciding on a trial before you launch, start with our guide to how long a free trial should be.

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Johanna Devries' growwithjo: 9.24M Subscribers, 13,000 Members, and a Price That Doubled Since 2022

Get Creator Revenue Insights

Who Is Johanna Devries?

What Does a growwithjo Membership Cost in 2026?

The 2022 Price Was Half

What Did the Price Increase Buy?

The Free-Twin Test

What We Can't See

If You Teach Home Workouts to Busy Women

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