Why Do Some Memberships Grow And Others Don’t?

Apply the Scarcity Principle

Have you every considered this question:

Why Do Some Memberships Grow And Others Don’t?

I’ve been in the coaching world since 2009. And along the way, I’ve seen numerous coaching businesses flourish and if not the same or more others dwindle away.

So why is it? Why do some memberships grow and why do others die on the vine.

  1. Value Proposition and Member Benefits: Successful memberships provide clear and compelling value to their members. If a membership offers unique content, resources, tools, or experiences that members cannot easily find elsewhere, it becomes a more attractive proposition. Memberships that continuously deliver value by addressing the specific needs, challenges, or desires of their target audience are more likely to grow. On the other hand, memberships that fail to offer meaningful benefits or fail to consistently meet the expectations of their members may struggle to retain existing members and attract new ones.
  2. Community Engagement and Interaction: Memberships that foster a strong sense of community and encourage active engagement among members tend to experience growth. People are often drawn to memberships not only for the content or resources but also for the opportunity to connect with like-minded individuals. A vibrant community can create a sense of belonging, encourage members to participate, and lead to valuable networking and collaboration opportunities. Memberships that cultivate a positive and supportive environment can attract referrals and retain members over time, contributing to overall growth.
  3. Effective Marketing: Successful memberships need effective marketing strategies to reach their target audience and stand out in a crowded marketplace. The way a membership is promoted can greatly impact its growth. This includes having a clear and compelling messaging that highlights the unique value proposition, benefits, and the problems it solves for its members. Utilizing various marketing channels such as social media, content marketing, email campaigns, and partnerships can help expand the membership’s reach. Conversely, memberships that struggle to effectively communicate their value or don’t invest in strategic marketing efforts might struggle to gain traction.
  4. Adaptation and Innovation: Memberships that adapt to changing trends, technologies, and member needs are more likely to experience sustained growth. The business landscape is constantly evolving, and memberships need to evolve along with it. This might involve introducing new features, updating content regularly, staying up-to-date with industry trends, and seeking feedback from members to improve the offering. Memberships that are innovative and responsive to feedback are more likely to retain existing members and attract new ones, as they demonstrate a commitment to continuous improvement.

The growth of a membership depends on a combination of factors including the value it provides, the sense of community it fosters, the effectiveness of its marketing efforts, and its ability to adapt and innovate. A successful membership needs to consistently deliver value, engage its members, and effectively communicate its unique offerings to its target audience.


Are you interested in taking next steps to multiply your coaching business? Here are three ways we can work together:

1. Grab a copy of “High-Ticket Coach.” It’s my brand new book on how to create, launch and sell your high-ticket membership offer. You’ll also get a ton of free resources and tools to help sell your current membership offers.

Go here to get your copy.

2. Get a FREE copy of Accelerate: How to Get Your Next 10, 100, 500 or Even 1,000 Members… Yes, you can get a free copy of my brand-new book! In it, you discover more on how to promote your membership, get more members and increase retention.

Go get your free copy here.

3. If you’d like to work directly with me and my team to help you create and sell a high ticket membership… If you’d like to work directly with me and my team to multiply your membership… just schedule a free strategy session. We’ll map out a strategy and then take a look to see if and how we may be able to grow your business.  Go here to complete this brief survey and schedule your free call.

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About Scott Whitaker

Scott is an expert in creating and building membership programs within businesses, giving greater value to customers and multiplying income. Using his "Seven Systems of a Healthy Membership Program," he will help you get new members, increase retention and structure your membership program for long-term growth.