Spa Membership Programs: What Types Should Your Spa Offer?

Erica Brooke Fajge

Now that you know how membership programs can benefit your spa, and you know how to implement one, it’s time to figure out which types of memberships you should offer at your spa!

This is the part where you take a look at exactly whom your clients are: what are their needs and wants? What are their lifestyles and schedules? What do they want out of their spa membership experience?

In addition to taking a look at the needs of your clients, it’s necessary to define your own needs from a business standpoint. You could offer a number of membership types to give your clients more options, or you may choose to offer only a couple to keep it simple.

Duration of Terms and Fees

Before I get into the different types of memberships, let’s first discuss terms and fees. Most spas commonly offer monthly memberships, where clients are charged a specific fee per month. It’s up to you whether you also charge a one-time startup fee or an annual fee. If there is an annual fee, I’d recommend lowering your monthly fee to make more appealing to clients. Or you could charge a higher monthly fee, but no other fees.

Types of Memberships

Now let’s discuss 3 types of spa membership plans you may want to offer. And I say “may” because designing your particular spa membership program really depends on the experience you want to give your members, and the particular business model of your spa. So, let’s get started!

1. Service-based Memberships

Service-based memberships are the most common and practical. A service-based type of spa membership would consist of a monthly fee (and sometimes a one-time startup or annual fee). You could offer three or four types, or simplify things and just offer two. Think of one as your basic membership that includes your most popular services that appeal to most of your clientele. This could be your “deluxe” membership; remember, even if it is your basic membership, you still want to give each an exclusive-sounding name because just being a member of a spa is exclusive in itself! Your next plan would be at a slightly higher monthly premium; this one you might think of as your “ultimate” membership that includes premium types of treatments or longer massages.

2. Time-based Memberships

This type of membership is based on your clients’ schedules. So, instead of offering membership plans based on the type of service or how long a particular treatment lasts, you are basing the membership on when your members visit. For example, you could offer a daytime membership and a nighttime membership at differing prices, and clients can choose based on their schedules. Or you could set up a weekday vs. a weekend membership for those who prefer their spa time on a weekday evening vs. over the weekend. Then you could also offer an “ultimate” type of plan that provides services anytime. Really, the options are endless.

3. Guest-based Memberships

Something you may also want to consider is offering single, couple, or family memberships. (And when I say “couple,” this can also mean two friends.) Just like with cell phone plans, family-type memberships can make sense if more than one family member plans to take part. Say you’re thinking that you would like to set up service-based plans, but differentiate them based on whether members can bring a guest? You can definitely combine features of two or all three types of memberships; there’s no one right way to do it. It’s all about what works for you!

Next Steps

Now, you may already know which one appeals to you, or you may realize you still have a lot to think about. Whichever the case may be, you should keep yourself organized and create a spreadsheet outlining the different types of memberships with the features of each. And if you’re unsure of anything, make a list of the pros and cons. Also, once you’ve started up your membership programs, track your membership plans, in terms of membership and member activity, and get feedback from your members to see what’s working and what isn’t.

In the end, no matter what type of membership program you choose, you’re sure to see the benefits that a spa membership program brings!

We want your feedback! What types of membership programs have you implemented for your spa? Comment below!

About the Author

Erica Brooke Fajge

Erica Brooke Fajge is a contributing author for Booker by MINDBODY. She has extensive experience in the tech and digital marketing industries, specifically in web content, online publishing, and startups. Erica also shares her expertise as an adjunct instructor at the Fox School of Business at Temple University in Philadelphia, where she teaches Business Communications in the Department of Marketing and Supply Chain Management.

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