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Marlo.
The pitch · for the Director
The Members' Year
One membership that carries a member through the whole year, so the studio stops emptying out every winter and filling back up every spring.
What it is
A single membership with five ways to use the studio, priced as one monthly fee. A member picks reformer as their spine and reaches for recovery, strength or mobility around it as the seasons change. They stay because the membership already holds whatever they need next, rather than lapsing in July and being re-sold in September.
The five ways in
The spine
Reformer
The classes that already sell. Unlimited on the top tier, capped on the mid tier, the reason most members join.
The winter hold
Recovery
Sauna and ice as a member ritual through the cold months, the thing that keeps attendance up when motivation drops.
The progression
Small-group strength
For the member who has outgrown reformer alone and would otherwise leave for a gym. Kept inside the room.
The gentle door
Mat & mobility
The low-intensity option for a sore week or a return from injury, so a hard week does not become a cancelled membership.
The belonging
Member events
A handful of considered moments across the year that turn a class-goer into a regular who brings a friend.
Why it holds
The studio's steadiest number is member retention, sitting above eighty percent. The revenue that leaks is seasonal: members pause in winter, and the timetable thins out. A year-round membership removes the reason to pause, because the recovery room and the mat classes are exactly what a member wants on the weeks they would otherwise stop coming.
It also spreads the load off the two peak reformer classes. When a member can take strength or mobility instead of fighting for a Tuesday 6am spot, the studio serves more people without adding reformer capacity it has not yet earned.
What it earns
On the sample base, at the model's starting figures
$41k
Additional annual revenue, from lifting average member value with the recovery add-on and holding twenty members through winter who would otherwise have paused. Every figure is yours to move on the
membership model, where the fee, the member count and the recovery uptake all recalculate live.
What we would need
- The recovery room set up as a bookable resource, so uptake reads on the daily snapshot and prices the add-on.
- Your call on recovery pricing, folded into the top tier or sold as a $39 add-on. The model shows both.
- The mid-morning timetable slot covered, so the strength and mobility classes have a home off-peak.