You Down With ARB?

From Amazon Prime to Dollar Shave Club to StitchFix, the ARB (Automatic Recurring Billing) model is a booming field. Let’s look at how to apply the best practices of ARB to your fitness or wellness business.

How do you set up your membership in a way that will entice clients to make a commitment?

Set up memberships that make your client feel successful.

If the average cadence of your client is to visit twice a week, a monthly 8-session membership is the sweet spot and they’ll feel like it’s a great value. But if most of the clients visit once a week, they’ll feel like they’re not reaching the goal and/or leaving money on the table if you only offer an 8-session membership. You obviously want to keep pricing simple and uncomplicated, but having two “lanes” (4-session monthly membership and 8-session monthly membership) sounds like the way to go.

Create a membership that is unique and valuable.

That’s one way to really help assure your clients will continue to let their memberships ride. It also helps create the “velvet rope effect” of exclusivity. Examples include early access to registration for popular classes/workshops, retail discounts or exclusive invitations to seminars/social events. 

Set up your membership to encourage increased engagement.

One “perk” of membership could be that they have the right (but not the obligation) to purchase additional sessions for the month at a slightly reduced rate. So say that a single session is $100, and you sell your 8-session membership for $720 ($90/session). Give the members the perk of adding additional sessions for $90 if they need more that month.

Subscription models help you focus on growing the lifetime value of your client. By moving away from a series of one-off transactions, you create a pattern of regular touchpoints between your business and your clients, leading to increased loyalty and higher revenue.

By designing clear and scalable practices that streamline processes, B.Well helps studio owners create more time to focus on doing what they love. Visit us at www.bwellconsult.com to gather tools for a healthy business.