In this episode of Well Run, Annie Adragna breaks down why discount-driven membership strategies are one of the fastest ways to undermine long-term success in the luxury fitness industry.Instead of chasing short-term spikes from flash sales and promos, Annie explains why the most successful operators focus on Lifetime Value (LTV) — the total revenue a member contributes over their entire relationship with your club.She shows how compounding membership value through retention, engagement, and upsells leads to sustainable growth. Backed by real data and a cautionary CrossFit case study, this episode is packed with actionable strategies: from tiered memberships to intentional upsells to creating a culture where retention is everyone’s responsibility.If you’re ready to stop racing to the bottom and start building $12,000 clients, this one’s for you.how do gyms make money without discountswhat is lifetime value in the fitness industryhow to increase average revenue per member in a gymbest revenue strategies for fitness clubshow to keep gym members longerhow to sell high-value membershipssustainable growth for fitness businessesSend us a textOasis Consulting Firm People-first consulting for luxury health clubs, boutique studios, spas and recovery centers. We help you grow revenue, improve retention, and build teams that last. Founded by Annie Adragna, 20+ years in leadership and executive recruiting across top brands like Life Time, Equinox and Midtown Athletic Clubs. Work with us: oasisconsultingfirm.co (find ways to work together, schedule a 30-minute call with Annie and grab some free resources there) Find out which fitness club owner type you are (and how to fix your hidden leaks) Quiz Connect: Email: [email protected] Instagram: @oasis_consulting_firm LinkedIn: Annie Adragna About Annie: Founder of Oasis Consulting Firm and host of Well Run Podcast. Consultant, strategist and executive recruiter focused on people-first operations and profitable growth.

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