One of the fastest growing franchises in the US today is Massage Envy. What makes them so successful? Two main things: their membership program, and their business compensation model. We often get phone calls from spa and medi spa owners who are fearful of the new Massage Envy opening around the corner. They wonder how they can compete with the $49 massages they offer.
Everyone can compete with Massage Envy, Hand and Stone, or any of the chains that follow this business model. Even you! You just need to make a few changes.
Massage Envy pays their therapists a 30% commission, plus gratuity — so start there. Then, you have to develop your membership program. Developing a membership program is not that complicated; you just need a recipe! That is why we created the 10 Steps to Developing & Launching Spa Memberships. All you have to do is listen to the CD, implement its content, and you are in business!
Here’s a little sneak-peek of what is on the CD:
I. Knowing Your Numbers
At what capacity is your spa currently operating? By knowing your capacity you will be able to set a target as to how many memberships you need to sell, or how many memberships you’re able to accommodate.
II. Types of Memberships
There are many different types of membership programs you can offer beyond just massage. You can offer wellness programs, specific programs for acne, weight management, massage or facial programs, and so much more. Don’t get stuck on only massage programs! Get creative!
III. Pricing Your Memberships
Don’t compete on price, compete on experience. If you compete on price alone, you will lose. You need to make it difficult to compete on price. Stop the apple to apple comparison/ Instead make it an apple to orange comparison!
IV. Membership Management Tools
You can’t have a great membership program if you don’t have the right software program to manage it. Do your homework and have a software program that will support your spa membership program and track your finances, as well as the usage of memberships in your spa or medi spa.
V. Membership Agreement Guidelines
Don’t forget about dotting your I’s and crossing your T’s. You need to have an agreement guideline to outline your program and clarify to your consumers what the agreement is.
VI. Creating Your Membership Marketing Material
This is where most people drop the ball. You can have the best membership program, but if you don’t market it appropriately, you won’t succeed.
VII. Planning and Launching Your Membership
Now that you have planned out your membership program, it’s time to prepare to launch your campaign and ensure success!
VIII. Sales Strategies & Goals
Get your sales material and strategies outlined in detail. This is absolutely essential for succeeding!
IX. Team Training
If you expect your membership program to be successful, you will need to train your spa team on how to promote and sell the memberships.
X. Measuring Your Results
Tracking membership sales and measuring results is very important. It allows you to see what works and what doesn’t, so you can make changes as needed.
Offering a spa membership program can increase guest satisfaction and retention, elevate revenue, reduce your marketing expense and increase spa capacity. We broke sales records with the Ten Steps to Developing & Launching Spa Memberships CD! Visit the Success Library page to order your copy.
Have questions about implementing memberships in your spa? Ask us a question in the comments. We’re here to help!