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Should I offer a pass or membership?
Should I offer a pass or membership?

Learn the key differences between a pass and membership and when should you offer these

Gemma avatar
Written by Gemma
Updated over a week ago

Please note: Passes and memberships are only available on the Standard plan or above.

This article covers:


What are the differences between Memberships and Passes?

Recurring memberships

A recurring paid membership typically involves an upfront payment followed by automatic billing at a regular frequency, such as monthly or annually.

With our membership feature, you can offer customers:

  • Access to a fixed number of events over a specific period and recurring billing frequency

  • Access to an unlimited number of events over the recurring billing frequency

  • Access to discounted tickets

Passes

A one-time payment covers a set number of classes at a discounted rate, usually cheaper than buying each class separately.

With our pass feature, you can offer customers:

  • Access to a fixed number of events within a specific time frame for a one-off cost

  • Access to an unlimited number of events within a specific time frame for a one-off cost

💡 The main difference between our pass and membership features is in the payment options:

  • Memberships: A recurring payment

  • Pass: A one-off payment


What are the different types of membership or pass I could offer?

Choosing a membership or pass model offers a lot of flexibility. Here are the most common ones:

Membership types

You can customise your memberships based on your preferences:

  1. Unlimited Membership:

    • Recurring fee for unlimited access to all events.

    • Example: Unlimited at £59.99 per month.

  2. Tiered Membership:

    • Recurring fee at different price points for a set number of events.

    • Examples:

      • Bronze: £20 per month for 2 classes a week.

      • Silver: £35 per month for 3 classes a week.

      • Gold: £40 per month for 4 classes a week.

  3. Discounted Ticket Membership:

    • Recurring fee for access to tickets at a discounted rate.

    • Example: Grow Loyalty Programme at £60 per year with 50% off tickets/events.

Pass types

You can customise the number of uses, what events the pass can be used against and the timeframe for use based on your preferences.

  1. Unlimited season pass bundle

    • A one-off fee for unlimited access to all events for a set period

    • Example: Unlimited Summer term use at £200 per pass to be used within June - August

  2. 10 use pass - no time restriction

    • A one-off fee for up to 10 uses

    • Example: 10 pass at £50 per event - no end for redemption

  3. 10 use pass - fixed period

    • A one-off fee for up to 10 uses within a specific time period

    • Example: 10 pass at £50 per event to be used between November - December

  4. 10 use pass - fixed period from first use

    • A one-off fee for up to 10 uses within a specific time period

    • Example: 10 pass at £50 per event to be used within 90 days from first use


When to offer a Membership or Pass?

Both memberships and passes can build customer loyalty. Your choice depends on your business, audience, and industry.

A fitness instructor might opt for a membership, while a pottery workshop provider might prefer a specific pass.

Memberships

Memberships reward loyal customers who regularly use your product/service. This provides peace of mind, ensuring access to events without frequent purchases.

You can use the diagram below to decide if offering memberships is right for you:

Passes

Passes are great for package deals, appealing to customers who buy classes sporadically.

You can use the diagram below to decide if offering passes is right for you:

💡 By understanding the differences between recurring paid memberships and one-off paid packs of classes, you can make an informed decision that aligns with your business goals and customer preferences.


💬 Any questions or feedback? There are two ways to get in touch:

Thank you! 🕺

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