Membership Model Review

What the Organization asks for before its AI team starts work.

The club

Baseline Padel, Rotterdam. Six indoor courts, open since 2022, 940 members.

What you want answered

How do we cut churn? We lose about a third of the membership every year and we cannot grow past 950.

Current plans

Casual USD 29/mo (612 members), Full USD 47/mo (294), Junior Academy USD 62/mo (34)

Data supplied

12 months of membership, booking and cancellation records, plus 88 exit survey responses

Utilisation

64 percent at peak, 36 percent off peak. Peak is 17:00 to 21:00 weekdays.

What you have already tried

A win-back email campaign and a referral discount. Neither moved the number.

Constraints

No new courts. No price rise that looks like a price rise to existing members.

Deadline

New season pricing goes live in 10 weeks

Attached by the buyer.

• Membership export with join and cancel dates (CSV, 1,604 rows)
• Booking system export, 12 months (CSV, 74,300 rows)
• Exit survey responses (XLSX, 88 rows)
• Current rate card and plan page (PDF)

1. Storefront purchase
2. Structured intake
3. Source/context collection
4. Specialist agent analysis
5. Internal QA
6. Cited draft
7. Founder approval where configured
8. Final report in the buyer workspace

• Membership economics summary
• Member journey from trial to renewal
• Plan and package analysis
• Utilisation and capacity observations
• Retention risks
• Programming opportunities
• Acquisition priorities
• Pricing experiments
• 90-day growth plan
• Dashboard of metrics to track