How to Build Stronger Memberships in 2026

Start With a Clear Direction

It’s normal for owners to begin pricing conversations with “What should we charge?” But the most reliable, stable, confident businesses we’ve worked with don’t start there at all. They begin with something more foundational: a single metric that defines success for the year ahead.

Some choose retention because they want their members to stay longer. Some choose Average Revenue Per Member (ARPM) because they want to earn more per active member without overwhelming capacity. Others choose net-new recurring revenue because they’re focused on growth.

What matters most when trying to figure out how to build stronger memberships in 2026 is that you choose one so your decisions aren’t scattered. A dojo that focuses on member lifespan will design a different tier structure, a different onboarding system, and a different communication rhythm than one focused on revenue expansion.

At the end of the day, your guiding metric becomes your compass. It shapes not only your pricing, but also how you think about upgrades, member engagement, and overall experience with your studio.

If you’re unsure where to begin, the Membership Metrics Calculation Guide is the best place to start. It breaks down each metric, explains why it matters, and helps you calculate your numbers quickly even if data feels messy.

When your business has a clear path forward, your pricing becomes a tool to help you get where you want to go.

The Psychology Behind Prices That Feel Simple and Fair

Many owners feel uncomfortable with pricing psychology because they think it’s manipulative, but in reality, it’s just a way to present information in a way people are already hardwired to understand.

You know your value. You know your impact as an instructor or coach. Pricing psychology simply helps members see it.

For example, charm pricing might seem like a small detail ($149 instead of $150) but human brains process that differently. In the same vein, naming your plans “Fundamentals,” “All-Access,” or “Black Belt Track” gives prospective members a clearer picture of where they fit skill and goal-wise. People choose what they understand and avoid what they don’t. When your plan names feel flat, vague, or pretty much identical, prospective members aren’t actually making decisions, they’re guessing.

And guesswork is where hesitation and objections stem from.

The most powerful psychological tool of all is anchoring. When members see your most complete, highest-value plan first, they gain context. They understand the full range of what you offer. The mid-tier plan, the one you likely want most members to choose, suddenly feels the most logical, safe, and well-balanced. The “anchor” tier isn’t there to push people upward. It’s there to help them feel confident about the choice that fits them best.

If you haven’t explored pricing psychology deeply before, the Pricing Psychology Cheatsheet is worth downloading. It translates these ideas into practical examples that any studio can use.

Discounts Aren’t the Enemy… But They Aren’t the Strategy Either

Every studio feels pressure to run discounts, especially around holidays or slow seasons. And while discounts can absolutely drive short-term enrolment, they often cause long-term headaches that owners don’t see until months later.

Here’s what owners often discover:
The members who join through deep discounts often stay the shortest. They also request more customer service support, fall behind on payments more frequently, and engage less with the community. By contrast, value-based offers (things like bonus classes, guest passes, onboarding credits, or seasonal perks) tend to attract members who stay longer and feel more connected.

Discounts are easy. But easy is not the same thing as effective.

That’s why our Discount Audit Checklist exists. It helps you see the true cost and true impact of promotions so you can make smarter decisions moving forward, not emotional ones. I encourage you to check it out below:

This is something Avery covered in detail during the webinar. He discussed how to design offers that motivate enrolment without diluting your pricing power. If you’re interested in learning more, view the recording here.

Your Data Is a Compass You Already Own

A lot of owners assume they don’t have enough data to guide pricing decisions, but in nearly every case, you already have exactly what you need:

• • You know which members stay longest.

• • You know which plans they choose.

• • You know when people cancel and what they tell you when they do.

• • You know which classes fill first and which ones consistently have waitlists.

• • You know the instructors who bring the most value and energy to the room.

You have the stories and the patterns. And most of all, you have instincts backed by years of experience.

What our Member Management Software regularly does is help translate those instincts into effective strategies. Often, the most important insights come from the simplest questions, like:

• • Which plan has the best retention?

• • Which price point attracts members who stay engaged?

• • Where are you losing people: 30 days, 60 days, 90 days?

• • Which programs are consistently “member makers”?

When you overlay these insights with smart modelling, like the kind inside the 2026 Membership Pricing Planner, you begin to see these patterns form. With the right tools, pricing starts to feel less like a risk and more like effective guidance.

And for what it’s worth—yes, Avery covered this too during the webinar. If you’ve ever wanted someone to walk through real-world examples, this webinar is where to go. Click here to watch the webinar.

Retention Happens When Members See Their Journey

If there is one universal truth across all membership-based businesses, it is this:

• • People stay where they feel progress.

• • They stay where they feel connection.

• • They stay where they feel purpose.

This is why retention is not a single tactic. It’s a well-thought out journey.

When a new student enters a dojo and immediately understands the path from white belt to black belt, their sense of purpose ignites. When a yoga student sees how their practice deepens over time, they feel grounded. When a fitness client understands the progression from fundamentals to advanced classes, they stay motivated.

The Members-for-Life Pathway is built on this truth. It gives you an organized, clear, intentional way to guide members from Day 1 through long-term membership. It includes the 30-day check-in, the 60-day progress review, the 90-day next-step conversation, and the ongoing milestones that make members feel seen.

This structure isn’t expensive or complicated. It’s about consistency, and taking great care to deliver clarity.

With all the shifty dealings clubs are pulling these days, clarity is one of the best creators of loyalty.

Our Members-for-Life Guide goes deep into this pathway, offering examples you can use as-is or adapt to your needs. If you want to build long-term retention, this is where to start.

Price Changes Aren’t Scary When Communication Is Strong

Let’s address one of the biggest fears owners face: raising prices.

You care about your community. You don’t want to push anyone away. You don’t want to be seen as greedy or insensitive.

But the reality is that your costs increase every year. Your instructors deserve compensation that reflects their commitment and expertise. Your facilities need upkeep. Your programs evolve and improve. And your value has grown (and often significantly).

Members are far more understanding about price changes than owners expect. What they respond poorly to is surprise. When a price change is sudden, unexplained, or unclear, members feel like the rug was pulled from under them.

But when you communicate transparently what’s improving, why the change is happening, what your goals are for sustainability, and how the new structure supports members better, people 9 times out of 10 respect that decision.

Quick Tip: The 2025 Membership Pricing Planner also includes scripts and communication timelines that make this process easier.

Automation Is Your Quiet Partner in Stability

Finally, I want to touch on something often overlooked: automation.

Failed payments, upcoming renewals, card expiration notices, upgrade nudges, and milestone recognition, these tasks eat up time and energy when done manually. But when they’re automated, they quietly support both your revenue and your relationships.

Automations don’t replace personal connection thought. What they do is create the space for it.

When your systems handle the routine touches, you and your team are free to focus on what truly matters: teaching, coaching, mentoring, and building a stronger community.

This is where Member Solutions member billing services and member management software shines, and where we’ve helped thousands of owners regain control of their time.

You Already Have the Tools, Let Us Help You Use Them

Everything you need to design your 2026 pricing and retention strategy is already in your hands.

If you want to take these tools and build a complete, confident strategy for the year ahead, schedule a strategy call with our Platform Expert, Avery. to get started.

Your members deserve clarity, purpose, and progress. Your staff deserves consistency and stability. And you deserve the confidence that comes from strong pricing, clear communication, and a system you can count on.

Let’s make this year the one your business feels supported, structured, and strong. We’re cheering for you every step of the way.