Founded in 1946, Fender is the world’s largest maker of electric guitars. They also produce bass guitars, amplifiers, and other associated audio products. Fender estimates that 90% of musicians that play on a stage use Fender gear. Despite the ubiquity of their products, Fender saw room for improvement in their business model. Internal market research showed that 90% of new guitar players quit within the first three to six months, sometimes within 30 days. On the other hand, if a player sticks with it for at least a year, they are likely to become a guitarist—and a loyal customer—for life. To tackle this challenge, Fender launched a subscription learning app called Fender Play. The app, which includes more than 3000 online video lessons, takes people on the journey from complete beginner to basic proficiency and beyond. The results have been face-melting. Within 3 years, Fender Play had more than 200,000 paying subscribers, with a 95% retention rate. On average, Fender Play subscribers spent 40% more on Fender products than non-subscribers. The strategy also helped Fender thrive during the COVID-19 pandemic. By offering more free trial subscriptions to people around the world sheltering in place, Fender has increased its subscriber base to over 1 million. For other traditional product companies looking to make the transition to digital subscriptions and recurring revenue, the Fender story points to three valuable best practices.