Lesson 3 of 6
From group coaching to memberships
Learning objectives
- Understand the difference between a programme and a membership
- Design a membership that members do not cancel in month two
- Build the content, community and live rhythm that drives renewal
- Track MRR, churn and average member lifetime
Programmes have an end. Memberships do not.
Members do not buy a finish line — they buy ongoing access, ongoing progress and ongoing community. That changes how you design content: less 'transformation in 8 weeks', more 'a place I keep coming back to'.
The renewal-rhythm matters more than the launch
Memberships live or die on month two and three. A strong onboarding, a predictable weekly rhythm (live session, new content, community thread, accountability check), and visible wins from other members are what beat churn.
Numbers that decide whether it works
MRR, monthly churn %, average member lifetime in months, and the contribution profit per member. A 5% monthly churn rate means an average lifetime of 20 months. A 15% churn means under 7. Same product, very different business.
Founder insight — Derrick Twum
A membership is a promise to keep showing up. If you stop showing up — live sessions, fresh content, community presence — members notice within weeks.
Key takeaway
Memberships are built on weekly rhythm, community and renewal — not on launch energy.
Reflection questions
- 1What is the weekly rhythm a member can rely on?
- 2What is your target monthly churn?
- 3What is your onboarding flow for a new member?
Action task
Design a membership weekly rhythm: live session day, new-content day, community thread, accountability check. Define the first 30 days of the new-member experience.
Worksheet
Work through these prompts. Answers save to this device.
Answers are saved to this device only. Cloud sync coming soon.
Related MEM tools
- Go Live
- CRM
- MEM Discovery Profile