Keep clients coming back with membership programs that offer customizable plans and exclusive perks

Spas thrive on repeat business. That’s why spa membership programs can be an invaluable tool for enterprising owners and managers. A good membership plan can reward clients with exclusive discounts, freebies, events, and similar perks. A well-designed spa membership makes clients feel like part of an exclusive club — one that they’d like their family and friends to join, too.

Creating a bare-bones spa membership program isn’t difficult. You could sell a subscription plan for one discounted service per month, perhaps with a birthday or signup gift thrown in. However, a thoughtful, creative plan can offer so much more.

Figure out which perks your clients really want. Create customizable plans for different types of visitors. Evaluate your program often to see if it’s delivering enough value for your clients — and for your business. With the right membership plan, you can tempt clients back again and again for the ultimate spa experience.

How spa membership programs benefit your business

A spa membership program is a way to attract and reward repeat clients. Good programs are mutually beneficial. From a client’s point of view, a well-designed program can:

• Save money: As part of their ongoing subscriptions, clients get discounted goods and services. Buying a yearly spa membership is usually more cost-effective than scheduling a dozen (or more) standalone appointments.

• Set a schedule: Most membership programs encourage monthly visits. This allows clients to set up their schedules in advance, reducing mental load and giving them peace of mind.

• Make each visit count: Every time a client visits your business, they are getting value out of something they’ve already paid for. This gives them a sense of investment in the services they receive — and the business that provides them.

For business owners and managers, spa membership programs can:

• Encourage multiple visits: To make the most of a paid membership, clients have to come back at least once per month. This means a steady stream of revenue, more chances for upsells, and — most importantly — more time to build genuine relationships.

• Build client loyalty: If a client has invested time and money into a membership program, there’s less incentive for them to visit a competitor. Rewards also tend to get better as clients invest in higher tiers, giving them even more reason to stay.

• Provide marketing opportunities: Since not every spa offers a membership program, simply having one can be a smart way to advertise your business. You can also provide “bring a friend” perks to your existing members.

Bear in mind that there’s an important difference between spa membership programs and spa loyalty programs. The former are paid subscriptions that entitle clients to a certain number of services or benefits. The latter are free (or inexpensive) promotions that let clients earn redeemable points over time. We’re discussing memberships right now, but good spa loyalty program ideas can build client investment before they commit to a paid subscription. They could even interact, such as by giving members an extra multiplier on loyalty points.

5 ways to improve spa membership programs

1. Understand client needs

First and foremost, a spa membership program must offer benefits that your clients actually want. The only surefire way to learn this is to talk with them. How many sessions do your clients book in an average month? How much of a discount would convince them to pay for a subscription up-front? What other perks would be useful to them? Benefits like “guaranteed spa access” or “preferred appointment times” may be worth a premium to your clients.

If your clients can see the value of a membership, they’re more likely to sign up. Think about services that require clients to visit once a month for optimal results, like facials, chemical peels, or hair color maintenance. A membership makes those services more convenient and less expensive for your client, which makes it much easier for them to keep coming back — great both for their results and your bottom line. 

While gathering information about your client’s needs can be challenging, there are ways to make it easier. You can send out surveys, host polls on social media, or simply invite some of your regulars to an open-ended discussion with staff. Once you know what your clients want, you’ll be in a strong position to build a better program

2. Offer customizable plans

Not every client will want the same services on the same schedule. Some may be happy with an occasional massage, for example, while others will want a full regimen of skin, hair, and cosmetic treatments every month.

Tiered membership plans lets clients pick the perks and prices that work best for them. A lower-tier plan, for example, might cover a single type of monthly session at a slightly discounted price. A higher-tier plan might have a wider variety of services, plus ongoing shop discounts, complimentary sessions for friends and family, and access to private events and workshops.

Customizable plans also make financial sense. If you offer only high-priced programs, not all of your clients may not be able to afford them. If you only do low-priced programs, you may be leaving money on the table.

3. Incorporate exclusive perks

For paid spa memberships, “one discounted service every month” is the norm. That’s a good starting point, but just about any business can do that much. If you want to set your spa apart, you’ll have to get creative with exciting exclusive perks.

Among other things, membership perks can include:

• Preferred appointment slots

• Gifts for birthdays and anniversaries

• Access to “members only” sections of the business

• Discounts for friends and family

• Educational workshops with staff experts

• Personal lockers or storage space

• Lower prices on upsell services

• Invitations to private events

These are just a few examples. What you offer should always depend on what your spa can do that no other business can.

4. Leverage technology

One potential challenge of spa membership programs is that they can require a lot of admin work. Each client will have a distinct membership tier, number of services used, and renewal date, to say nothing of the goods they purchase, the personnel they prefer to work with, and the special perks they’ve already redeemed. While you could keep track of this information on a spreadsheet or even in a notebook, this can be a tedious and time-consuming process.

Instead, consider investing in spa software. It should keep detailed, up-to-date client profile and help you keep in touch via curated SMS and email lists. Programs like this reduce busywork for staff while helping clients keep track of their subscriptions and rewards.

5. Review program performance

Creating a compelling membership program is only the beginning. Once you have a few months’ worth of data to work with, you should evaluate your program and see how it’s doing. If your regulars are buying memberships, booking their monthly sessions, taking advantage of special offers, buying discounted merchandise, and bringing their friends and family, then you have a successful membership program. Keep doing what you’re doing, although feel free to throw new incentives into the mix to see how clients respond.

On the other hand, if clients aren’t signing up or using most of their benefits, you probably need to rework a few things. At this point, it may help to go back to basics. Ask your clients what they want out of a membership program and what might convince them to join yours. Make sure your pricing is competitive with other spas in the area.

However you structure your spa membership programs, remember to prioritize the client experience above all else. If you offer best-in-class spa services, then a worthwhile subscription is just one more welcome feature.