A couple years back we made the change to sell 12-month memberships.

Before we were selling 24-month memberships.

We made this switch because we wanted to charge more without having to do a real price increase.

What we found was that once we made this change, our attrition in our gyms skyrocketed.

From 40% to 50% (measuring it yearly)...

This decreased our recurring revenue and our LTV per customer.

While making us scramble to find more and more members month after month.

But the interesting part about this is that our closing rate stayed the exact same.

So what we did overnight to get our attrition back down to 40% was to sell 2 options.

Both of these options would require a 24-month commitment.

Option A) Was at a higher price and included more perks in the membership.

Option B) Was at a lower price with fewer perks.

Over the course of the year, this decreased our attrition back down to 40% while increasing our LTV and recurring revenue.

And didn't change our closing percentage at all!

The lesson here?

Don't decrease the length of your agreements if you're trying to charge more.

Increase the amount of value you give your customer then increase your prices!

Your customers won't care!

If you want access to more training like this.

You can do one of two things.
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Hope this helps!

Andy