April 22nd, 2025

Written by Michael Gillespie

In this Issue:

• Perspective: Why membership stability is your quiet advantage as an operator
• Insight: The power of compounding consistency and emotional equity in membership
• Outlook: The steady membership experience is the winning membership experience

QUOTE OF THE WEEK

“If you only show up when it’s easy, you won’t be around when it matters.”

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Right now, it’s tempting to chase what’s working today.

I’m right there with you.

A new funnel. A loud promotion. A last-minute pivot.

As operators, we’re constantly feeling the need to respond quickly, adapt and look ahead to what’s coming - because right now, technology and information are moving faster than ever before.

But membership businesses aren’t built in sprints. They grow through rhythm, repetition, and long-haul trust.

During times of high volatility and uncertainty, consistency isn’t boring. It’s a necessity.

The more unpredictable the world around you becomes, the more valuable your consistency becomes.

Let’s dive in.

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PERSPECTIVE

When the World Wobbles, the Best Membership Operators Remain Steady

Uncertainty messes with your instincts. It makes you second-guess your offer, your roadmap, and your relevance.

And when the pressure mounts, it’s easy to fall into the trap of chasing quick wins: Those momentary lifts that feel good but often pull you off course.

More emails. Flash sales. Irregular launches. “New things” to prove you’re adapting.

After all, that’s what your audience wants, right?

Not so fast.

You see, when we deviate too far, too often and too quickly, a handful of things begin to unfold:

• You confuse loyal members who joined for a clear promise
• You exhaust yourself (and your team) chasing temporary wins that erode long-term membership value
• You reset member expectations in a way that’s impossible to fulfill

I can tell you that after hundreds of conversations with other membership operators, I find a common theme during times like these:

The best operators don’t scramble in the midst of chaos. Instead, they sharpen their focus toward the foundations upon which their programs were built.

They double down on the things that have historically created value.

They invest in the relationships already in motion.

They lean into the rhythm **their members count on.

Even when the headlines get loud.

And most importantly: they stay consistent enough for compounding trust to take root among members.

The longer this trust compounds, the more viable these membership programs become.

Because what feels boring to you as an operator often feels comforting to your members in moments of uncertainty.

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