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.
Route 1: Upgrade... When It’s Right, Not Routine
The first and often only consideration is whether a casual user can save money by switching to membership. If they’re visiting twice a week, it makes sense financially. Research shows that upgraded members often stay longer, but the reality is more nuanced.
At one leisure trust we work with, the top ten PAYG visitors averaged more than 80 visits per year, without a single upgrade conversation. For them, flexibility is loyalty. Some people simply prefer to pay per visit, avoid direct debits, or keep flexibility around work and lifestyle. They already know they could save money but value freedom more.
The Casual Member Journey
From a staff point of view, casual users often get less attention. They’re rarely included in member inductions, reviews, or communications, and are sometimes treated as 'lesser citizens', even though some pay more per month than regular members.
Recognising the value of casual customers, from both income and engagement perspectives, is a key starting point. Offering an occasional upgrade opportunity is fine, but the main focus should be on keeping them coming back for one more visit, just like any other member.
We’ve helped sites build casual user journeys that include milestone emails (“Your 10th visit!” or “We’ve missed you!”), and light-touch check-ins when attendance drops. These small gestures show appreciation and keep casual visitors connected.
Switch Leavers to Casual Members
Another overlooked opportunity is converting leavers into PAYG customers. When someone cancels, do they know they can still visit occasionally? Making PAYG an easy 'downgrade' option keeps the door open and the relationship alive. It’s far cheaper to re-engage a casual user than to acquire a new member.
One budget chain we worked with used to point ex-members toward Pay-As-You-Gym (now Hussle), knowing a few would trickle back, and some of those went on to rejoin fully. The message is simple: don’t close the door when someone leaves. Offer a lower-commitment way to stay connected.
We’ve also seen great results from sites that send ex-members occasional event invites or wellbeing talk offers, reminding them that they’re still part of the community.
The Downgrade Save
How many visits should members or casuals make each month?
And do you have a membership that allows for just one visit per month?
If not, why not?
The HealthSeekers model offers a great example; “subscribers” get a monthly health check and coaching appointment, with guidance to improve hydration, movement, or recovery between visits. It’s a halfway house between full membership and PAYG; a flexible health subscription that many customers are happy to maintain long-term.
Think of it as a sideways step, not a step back. Downgrading instead of cancelling keeps people in your ecosystem and makes reactivation easier later. When value and flexibility align, retention follows naturally.
Final Thought
Retention isn’t just about keeping members — it’s about keeping connections. PAYG visitors, downgraded members, and ex-members all belong to the same community. The more ways you give them to stay involved, the more likely they are to stay loyal.
When you nurture your PAYG customers, you’re not giving away value — you’re building it.
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At GGFit, we help clubs and trusts design journeys that engage casual visitors, retain more members, and strengthen community ties — because every visit counts.
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