Members Only? How you can create your own country club

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Dear Heather,

Hello - thanks for your articles - they're always very helpful!  Just curious ... what are your thoughts on a "membership program" in terms of loyalty & helping to make those current clients more repeat??  Have you seen any membership programs that are really good or really bad??

-Mandi

Mandi,

Thanks for your comment and question!  The way I see it, there are two types of spa membership programs.

1. Paid Memberships.  Like a gym or club membership, this is monthly fee for unlimited facility usage or special privileges.  Spas with large lounging areas, steam rooms, jacuzzi and other locker room amenities do well with a monthly access fee.   Or without these facilities, spas can offer services ata lower price or discount.  When paid memberships are the majority of revenues, the spa may be a specialty spa  with limited service offerings.  There are several franchise chains doing this for massage services.  For the majority of day spas, however, neither of these options are feasible due to lack of facilities or the need for higher profit margins.  The final option is a "ultimate" membership where for a very high monthly fee, clients pre-pay for set services. Some medical spas will create a "all you can eat" membership for upwards of $30,000 a year.  Day spas, this price may be smaller as the average prices are generally lower for non-medical services.  What ever it is, the strategy more about marketing your luxury, exclusive membership.  You may have very few, or no members, but there is marketing value in talking about it and then having clients "downgrade" for the step down (which is usually a higher price than working up from your lowest cost facial or massage.)
2. VIP Memberships.  This is a non-paid membership, but clients do pay a price for being a part of the club.  With their e-mail address.  In return for their e-mail address, you provide them exclusive notification of special services, discounts and advance notice of events.  It may sound very similar to an e-mail newsletter, but that is because it really is an e-mail newsletter that is named your "VIP Club!"  You are still providing them with exclusive tidbits of information, just as if they were in your tight circle of VIPs!

You could do one strategy or both, depending on the value you provide for the price.  Everyone wants access to exclusive privileges, so it is a fun way to create some attention if you decide to do a press release about your own membership program.  Good luck!