Membership & Subscription Pricing: A Family Activity Organiser’s Guide

What kinds of activity providers are best suited to offering a monthly membership charge? Here’s some things to consider before deciding if it’s right for you.

 
Gymboree  use a monthly subscription pricing model for sensory baby play and music sessions. Offering two tiers (Monthly Basic, which is one class per week plus unlimited open play, and Monthly Unlimited, which is unlimited age-appropriate classes plus unlimited open play), Gymboree had a full schedule of classes so membership is a good option for families who want to be able to try a range of different activities. Paying monthly ensures they are locked in to Gymboree, rather than booking elsewhere.

Gymboree use a monthly subscription pricing model for sensory baby play and music sessions. Offering two tiers (Monthly Basic, which is one class per week plus unlimited open play, and Monthly Unlimited, which is unlimited age-appropriate classes plus unlimited open play), Gymboree had a full schedule of classes so membership is a good option for families who want to be able to try a range of different activities. Paying monthly ensures they are locked in to Gymboree, rather than booking elsewhere.

What is membership or subscription?

A subscription model means families pay a monthly fee to attend your activities  - either a set number per month, or an unlimited amount. Subscription payment is quickly becoming one of the a popular ways for businesses to charge for their services.  

Who charges on this basis?

Subscription or membership charging models are best suited to providers that can offer a service that families can access on a regular or repeating basis with relatively few limits in place.

This tends to be providers that have physical premises or very regularly occurring activities Sport facilities, soft-plays and attractions are all examples where as a family activity organiser you can benefit from a recurring charge.

Why do parents love it?

The benefits of a subscription service are easy to understand for both customers and businesses. Families have the convenience of regular or unlimited access to a service for the same set price, while you’ll benefit from consistent, regular payment.

 

Some things to consider

 

1

How much you charge

The charges for a subscription or membership should reflect the value that a family can enjoy based on a reasonable level of regular usage. For example, if you charge for a monthly membership, and it’s reasonable to expect a family attending your session on a weekly basis, then the fee should be better value than what a family would expect to pay for a single session.

 
 

2

Managing spots in your activities

If you don’t require advance booking to attend a session, families could show up at any time and expect a spot in your class. You’ll need consider what happens if too many families show up at once. If you decide to go with a first come, first served rule, you’'ll need to communicate this clearly to avoid disappointed families.

Some activity providers do require families to pre-book for sessions when they have a membership. This makes it a lot easier for you to manage attendance, but does remove some of the flexibility that a membership may have offered in the first place.

 

Memberships & Subscriptions: Weighing up the pros and con

Pros

  • Guarantees regular recurring cash flow as customer pay on a regular basis.

  • Encourages regular attendance of your sessions or use of your facilities

 

Cons

  • Suitable only for providers that have physical premises, or very regular sessions of activities in similar locations

  • Difficult to manage the demand from families, unless families are expected to book into specific time slots for sessions.

 

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