In the competitive world of health and wellness, understanding what drives member engagement—and revenue—is essential. A recent in-depth analysis across our franchise clients sheds light on one of the most powerful tools at your disposal: customer loyalty.
More specifically, loyalty rewards programs have proven to be a high-impact lever that not only attracts your most valuable users—but actively increases their spend once they’re enrolled.
This isn’t just about points and perks. It’s about transforming passive members into high-LTV brand advocates.
📊 The Data Behind the Impact
We conducted an analysis across multiple brands and thousands of users from January 2024 through April 2025, and examined revenue behavior before and after users opted into the loyalty programs. The findings are clear and consistent:
- Loyalty program users generate 85% more revenue in the first 60 days after opt-in compared to non-users ($619 vs. $170).
- Even before joining the program, these users outspend others—confirming they are high-value prospects.
- But what’s more compelling: spending nearly doubles once they opt in, from $321 pre-opt-in to $619 post-opt-in.
Figure 1. Average First 60 Days Revenue per Revenue User across test groups by Brand.
Across brands, we see a consistent trend: users who eventually opt into a loyalty program (Cohort 2) spend more than non-loyalty program users (Cohort 1), and users spend even more after opting in (Cohort 3). See Table 5 for full details.
This data confirms two important behavioral insights:
- Parallel Action – High-spending, engaged users are naturally more likely to opt in.
- Funnel Action – The opt-in itself further boosts revenue, showing the program actively drives new spending behavior.
💥 The Brand-Level Breakdown
The growth trend doesn’t stop at the macro level—it holds true across individual brands. For example:
- Brand #1: Revenue increases from $242 pre-opt-in to $919 post-opt-in—a 279% lift.
- Brand #2: Revenue rises from $75 to $283 post-opt-in, a 267% gain.
Despite brand-specific variations in audience and offerings, the pattern is consistent: opt-in users spend more—period.
This reinforces a broader takeaway: programs like loyalty programs don’t just work in theory—they deliver measurable value across your franchise network.
Table 1. Comparison of average first 60-day revenue per revenue-generating user across Cohorts 1–3, segmented by brand.
Figure 3. Average Lifetime Value (LTV) / Membership Lifetime Revenue for 2024 for loyalty programs and non-loyalty programs users. Loyalty program users maintain higher LTVs, confirming that initial high-revenue users transitioned into loyalty programs early. Over time, even as average revenue declines, LTV remains strong—supporting continued investment in the program.
📉 What's the Cost of Doing Nothing?
Every month that opt-in rates remain low, franchises leave serious revenue on the table.
Many studios already have high-value users. But without structured incentives like loyalty programs, those users may plateau—or worse, disengage. The analysis even shows that the longer a user delays opting in, the smaller the revenue upside.
The lesson? Incentivizing opt-ins early in the member journey is key.
📈 Why This Matters for Your Marketing ROI
One of the most compelling aspects of this analysis is how it reframes opt-ins as a marketing multiplier.
- More opt-ins mean more purchases, faster.
- This increases LTV (lifetime value) and reduces the payback period for member acquisition.
- Higher engagement translates to stronger word-of-mouth and retention, lowering churn.
In short: opt-in programs don’t just add value—they unlock it.
🚀 Ready to Turn Opt-Ins Into Income?
The data is clear. The opportunity is real. And the tools to act are already at your fingertips.
Let Comma8 help you bridge the gap between engagement and revenue.
👉 Contact us today to learn how we can drive measurable results across your franchise network.