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Twitter’s Former CEO Shuts Down Fitness App Startup

by Shirley Archer, JD, MA on Aug 23, 2018

Making News

Unable to solve the challenge of how to support positive behavioral change, Dick Costolo, former CEO of Twitter, decided in February to shut down Chorus, a social fitness app that began beta testing in April 2017. The app was designed to use a “chorus” of friends as team members and have them support each other in achieving self-proclaimed weekly fitness or other health-related goals.

Reasons cited for shutting the app down included the facts that people did not continue using it over time and that users who failed to meet goals tended to avoid their support group rather than turn to it for help.

In an email to beta-test users that was shared on Twitter, Costolo wrote, “We don’t want to replicate many of the existing business models of digital and real-world fitness that are based on ‘breakage’ (people pay for long-term use and then don’t really use the platform). We are more interested in solving the churn and motivational dip problem, and we just couldn’t get there.”

Costolo has participated in six startups and has founded four, according to Business Insider UK. His startups include Twitter, Feed­burner and Spyonit, among others.

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About the Author

Shirley Archer, JD, MA

Shirley Archer, JD, MA IDEA Author/Presenter

Shirley Archer, JD, MA, is the 2008 IDEA Fitness Instructor of the Year and is IDEA's mind-body-spirit spokesperson. She is a certified yoga and Pilates teacher and an award-winning author based in Los Angeles, California, and Zurich, Switzerland. Two of her books, The Walking Deck and The Strength and Toning Deck, are now featured as iPhone apps. Contact her at