Pay-as-you-go members don’t always need upgrading.
But they do need nurturing.
And leavers can always visit again on PAYG.
Across the public and private sectors, we’re hearing the same story this autumn; strong membership sales and steady PAYG numbers. That’s good news, but it raises a question; are we nurturing PAYG visitors, or simply counting them?
While this might sound like a public leisure issue, it applies to many models, from low-cost gyms to boutique studios. If you sell day passes, 7-day trials, or 'bring a friend' offers, then PAYG customers are part of your ecosystem too.
For clarity, let’s call PAYG visitors casual members, and use members for those on monthly or annual payments.
