The unlimited membership is often pegged as the key to building revenue and retention.

But if you're rolling all your services into one package — your core offerings plus extras like nutrition coaching or speciality classes — you're actually undercutting the value of those offerings and priming clients to get bored and look elsewhere.

Chris Cooper explains it all here.

Links:

Chalk It Pro
Driven Nutrition
Gym Owners United

Timeline:

0:59 – If clients should only pay for what they want, why does Two-Brain offer more resources than any one gym owner could use?

2:11 – Value vs. perceived value. 

4:23 – Recency bias.

6:41 – Two-Brain Business vs. recency bias and the biz-coaching biz.

10:17 – Balancing core offerings with novelty.