Scott Duncan — PwC CX Strategy, Québec Market Lead. 25 years in strategy and advisory. Based in Montreal.
More about how I work →
More about how I work →
Most wellness businesses have a strong offer and genuinely satisfied clients. What they often don't have is reliable revenue — because membership retention and session consistency are harder to manage than they appear. I look at your numbers, your online presence, and how members move through your business — then help you put the fixes in place, starting with the changes that move the needle fastest.
Drop-off in months 2–4 is one of the most predictable patterns in wellness. It rarely registers until the cancellations come — and by then, the relationship has been quietly ending for weeks.
Uneven utilisation isn't just a scheduling problem. It represents real economic capacity being wasted every week — and it's usually addressable without adding staff or sessions.
Package revenue looks good on intake. But if clients aren't using their sessions — or aren't renewing — the economics of that sale deteriorate quickly, and the pattern repeats.
Experience Economics maps the relationship between how often clients engage and how long they stay. In wellness, these two things are almost perfectly correlated — and both are measurable, predictable, and improvable.
We look at attendance patterns, package and membership utilisation, session fill rates, and new member onboarding — and translate each gap into a comparable economic number. The result is a clear picture of where revenue is leaking, ranked by impact, with a plan your team can act on within the quarter.
The share of members who remain active through month 1, 2, and 3. The critical window is months 2–4: members who engage regularly in that period almost always stay; members who don't, almost always leave.
How reliably each session type fills, and where consistent underutilisation is costing revenue. Improving fill rate on existing capacity has immediate economic impact — and usually doesn't require adding sessions.
The share of clients who complete their package and renew versus buying, partly using, and leaving. Completion strongly predicts renewal — and completion is influenced by how the package is sold and onboarded.
How reliably new clients establish a routine in their first 60 days. First-session-to-fifth-session is the window where habits form — and what happens in that window determines whether a client stays for three months or three years.
A well-regarded studio with consistent class quality, loyal regulars, and reliable new member acquisition. But monthly revenue was volatile, and the membership base felt like it needed constant refilling rather than growing.
New member acquisition was healthy, but drop-off between months 1 and 3 was significantly above benchmark. The studio was acquiring well but not retaining — creating a revenue pattern that looked volatile even in strong months.
New members were largely unguided after their first class. A simple 30-day check-in sequence — automated but personal in tone — measurably improved early attendance frequency and extended average membership duration.
Four off-peak slots per week were consistently underutilised, representing real capacity wasted. Targeted outreach to existing members with scheduling flexibility filled these slots within three weeks.
Members on session packages were renewing at lower rates than monthly members. A shift in how packages were presented at point of purchase — framing renewal as the natural next step — improved renewal rates noticeably within the first month.
30/60/90-day retention · membership renewal rate · session utilisation % · package completion rate · new member 60-day frequency · revenue per active member
The diagnostic takes 10–15 minutes. It maps your member journey across the four key levers and shows you where revenue is being lost — ranked by impact.