Pricing packages that members actually finish
Unused credits feel like free money until the member churns. A practical way to design packages around attendance, not optimism.
Look at your expired packages from last quarter. How many credits went unused? In the studios we work with it is usually between a quarter and a third. Owners see that as margin. It is actually a churn signal: a member who finishes a package renews; a member who leaves credits on the table quietly stops coming.
Design for a realistic rhythm
Start from how often a real member attends — most people manage two classes a week, not four. A "12 classes in 30 days" package requires three a week; most members will fail it and feel bad about it.
| Package | Implied rhythm | Who finishes it |
|---|---|---|
| 8 / 30 days | 2 per week | Most members |
| 12 / 30 days | 3 per week | Regulars only |
| 16 / 60 days | ~2 per week | Members who travel |
| Unlimited / 30 days | — | The top 10 % |
Make validity generous, credits honest
A longer validity (45 days for 8 classes) costs you nothing and removes the panic booking at the end of the month. Keep credit counts honest instead of inflating them — 8 credits a member uses beats 12 they don't.
Use freezes as retention, not exceptions
A freeze is a member telling you they intend to come back. Allow one or two per package with a sensible maximum (14 days), and set the limits on the package so the desk does not have to decide. In Owelz the freeze limit and duration live on the package and the company defaults, and the member app enforces them.
Watch completion, not sales
The metric to put on the wall is package completion rate: credits used ÷ credits sold, by package. If a package sits below 70 %, shorten it or extend its validity. The Risk analytics tab surfaces the members who are falling behind while there is still time to call them.
Checklist
- One package for two-a-week members, one for regulars, one unlimited.
- Validity at least 1.5× the implied rhythm.
- Freezes on, limits on the package.
- Completion rate reviewed monthly.