How Aegea Wellness Athens halved cancellations in a member's third month

Company Overview

Aegea Wellness Athens signed members steadily but lost a large share of them around the third month. Nobody could see it coming, because the first sign was the cancellation itself.

Challenge

• Around 30 percent of new members cancelled between months two and four
• Declining attendance was invisible, so the first signal was a cancellation request
• Retention effort went to members who were already leaving rather than those drifting
• The cost of acquiring a member was not recovered before they left

Solution

• Solstice Studio OS and Solstice Member App flags members whose attendance has dropped against their own established pattern
• A daily list of about five at risk members goes to the front desk for a genuine conversation
• New members get a structured check in at weeks two, six and ten rather than being left alone
• Class recommendations in the app help members who have fallen out of their routine find a new one

Results

• Cancellations in months two to four fell from around 30 percent to 14
• Average member lifetime rose from just under 8 months to 14
• About 60 percent of members contacted after a drop in attendance returned to their previous frequency
• Acquisition cost is now recovered comfortably within the member's stay

Customer Testimonial

"Every studio owner will tell you retention matters and then spend all their money on acquisition, because acquisition is measurable and retention feels like luck. Seeing attendance drop two weeks before someone decides to leave turns retention into something you can actually do."

Zoe Papas, Co-founder, Aegea Wellness Athens

Key Benefits

• Attendance drops flagged against each member's own pattern
• A short daily list of members worth a conversation
• Structured check ins at weeks two, six and ten
• Recommendations that help members rebuild a routine

Solstice Fitness Studios gave Aegea Wellness Athens two weeks of warning before a member decides to leave, which nearly doubled average membership length.