Patti Biro, owner of Patti Biro & Associates, shares insight on spa membership programs.
Membership programs drive revenue! In fact, it is estimated that beauty and wellness services experienced a 24% boost in membership sales in 2024, according to the 2025 Zenoti Beauty and Wellness Benchmark Report. But membership program are not one size fits all. Whether you are launching your first membership program or engaging in a membership “makeover,” knowing where there are potential pitfalls can help you plan a program that thrives-and not just survives. Reviewing some key areas to consider can guide you toward the type of membership program that will be successful from the start and build brand loyalty.
1. Lack of Onboarding
Onboarding is the planned and timely process of initiating a new member into the membership program, but more importantly to integrate them into the business and social culture or vibe of your facility. The goal should be to have them book at least one, if not multiple, services in their first month of membership. This prevents membership cancellations and transforms the member into an active part of your overall operation. Planning special events, such as mixers, member-only events, member-mentor matching programs, and member-only perks and specials immediately makes them feel that they are very important. Your goal is to book that new member for a service as soon as they join!
2. Matching Membership Models to Your Clientele
Demographics change over time and your membership model should be dynamic. Begin to drill deep into your current guest data. Ask yourself who comes to your business, how frequently they come and personal information, such as gender, employment, service preferences, peak utilization times, and retail spending habits. Build your membership models based on your current client profiles to create a program that is attractive and meets their needs.
3. Tracking Membership Activity
Membership programs not only drive increased frequency of visit (FOV) in spa and wellness businesses, but also drives retail sales, referrals, and gift card sales. Tracking members monthly activity can highlight not only what is popular, but can identify potential weaknesses. Most important is tracking member activity so that members who are not using all their benefits can be contacted and re-engaged with the membership program. This prevents membership drop outs and cancellations.
4. Not Building Real and Perceived Value
One of the challenges with all membership programs is to continue to communicate to the member and the potential member the value of the program. The real value is objective-it can be a savings on services or a retail discount. More important is the perceived value, which is subjective--it is how much the member believes the membership is worth to them. Perhaps it is surprise retail samples, spontaneous add-ons, or the value of preferred appointment times. Whatever it is in your business-this must be communicated to the members frequently and in a consistent message. It’s the “special sauce” that makes them feel important, valued, and appreciated.
5. Filling the Funnel
There will always be members that leave. People move, change jobs, have time, financial or family issues that cause them to cancel. This is normal. By continuously working to have membership referrals and new members takes a strategy for inviting new members to join. The best way to fill the funnel is to develop, promote, and reward membership referrals from existing members. The key to success here is consistently making first time guests aware of your membership programs and inviting. Everyone wants to be invited to the party-even if they cannot join now. The door to membership should always be open.