Growing Lifetime Value (LTV) is the secret to sustainable medspa success — and two models dominate the conversation: memberships and packages.
Both can transform your revenue, retention, and client relationships. But which one actually increases LTV faster… and which should you focus on first? 🤔
Should you stick with one strategy, or can you offer both without confusing clients or overcomplicating your operations?
In this article, we’ll unpack what’s really happening in the skin clinic industry, share real-world results from medspas that have tested both, and show you how to combine them for the best of both worlds.
We’ve worked alongside clinic owners who’ve turned these models into growth machines, and now, we’re sharing the same strategies that actually move the needle.
Understanding the Two Models: Memberships vs. Packages
Before we compare, let’s define what we’re talking about.
Memberships
A membership is a recurring program — clients pay a monthly or annual fee to access ongoing treatments, credits, or perks.
- Example: “£149/month for one facial + 10% off all injectables.”
It’s predictable, builds routine, and makes your business feel like part of your clients’ lifestyle.
It’s also a lot like a fitness subscription: low friction, high stickiness.
Packages
A package is a prepaid bundle of treatments — typically a series clients buy upfront, often at a discount.
- Example: “6 sessions of laser hair removal for £1,200 (save 20%).”
Packages are amazing for commitment-based treatments (e.g. microneedling, body contouring, RF, or laser). They guarantee return visits (at least until the series is done).
How Each Model Really Impacts Your Client Lifetime Value
Let’s get straight to it. Both memberships and packages can make a big difference in your client Lifetime Value (LTV), but they do it in very different ways.
One builds long-term loyalty and predictable growth.
The other drives immediate revenue and faster returns.
Here’s how they differ in shaping your LTV:
| Factor | Membership | Package |
|---|---|---|
| Average Revenue per Client | Grows slowly but steadily over time. | Spikes immediately after purchase. |
| Visit Frequency | High; ongoing, habitual visits. | Medium; tied to number of sessions in the package. |
| Retention | Strong; membership locks clients in emotionally and financially. | Moderate; clients may drop off after finishing. |
| LTV Growth Speed | Slower start, bigger long-term gain. | Quick boost, then plateaus unless re-sold. |
👉 TL;DR:
- Packages = Fast LTV boost (quick revenue).
- Memberships = Higher LTV ceiling (long-term retention).
In our experience, medspas that layer memberships over time double their client LTV within 12–18 months but packages bring the first surge of cash flow that helps fund growth.
How Each Model Shapes Client Behavior and Loyalty
Understanding client psychology is what separates successful medspa programs from forgettable ones.
Membership Psychology
Memberships trigger the consistency principle — when someone pays monthly, they feel obligated to use the service.
It’s why gym memberships and Netflix work so well.
They also appeal to a sense of belonging and VIP status.
Clients love feeling part of an exclusive community — “our members get early Botox promos” hits differently than a generic sale.
✅ Over time, this creates habitual behavior: monthly visits, check-ins, add-ons.
Package Psychology
Packages, on the other hand, tap into goal completion bias.
Clients think, “I paid for 6 microneedling sessions — I’ll finish them to see results.”
✅ It’s perfect for treatments that require commitment to get visible outcomes.
The satisfaction from completing a package often drives referrals and repeat purchases — but if you don’t nurture them afterward, clients may disappear once results are achieved.
The Money Side: Quick Wins vs. Long-Term Predictability
Now let’s talk money — the lifeblood of every clinic.
| Financial View | Memberships | Packages |
|---|---|---|
| Cash Flow Timing | Monthly recurring income; smaller but steady. | Large upfront payments — big immediate cash hits. |
| Revenue Predictability | Very high; you know what’s coming every month. | Volatile; depends on constant new sales. |
| Stability | Smooth, sustainable. | Peaks and troughs. |
| Churn Risk | Manageable if engagement stays high. | Low during package, higher afterward. |
💡 Pro tip:
- If your medspa needs to smooth revenue (for rent, payroll, or marketing), memberships give you a financial cushion.
- If you’re scaling or buying new equipment and need capital now, packages provide instant cash.
Many clinics start with packages for the fast inflow, then build memberships for stability — that’s exactly how we’ve structured rollouts for our clients.
What It Takes to Run Each Model Day-to-Day
From a management standpoint, here’s what to expect:
| Aspect | Membership | Package |
|---|---|---|
| Setup Complexity | Requires a billing platform, renewal automation, and clear terms. | Simple POS setup; track sessions. |
| Scheduling Impact | Steady traffic flow; easier staffing. | Bursty — peaks during promos. |
| Team Training | Staff need to explain ongoing value. | Easier pitch: “Buy more, save more.” |
| Refunds/Cancellations | Needs rules (pause, cancel, proration). | Simple — refund unused sessions. |
| Marketing | Content & education heavy. | Promotional & offer-driven. |
Operationally, memberships are more work upfront but less chaos long term.
Packages are plug-and-play, but you’ll always be chasing the next promo cycle.
The Winning Combo: How to Make Both Models Work for You
Here’s where things get fun: you don’t have to choose.
The smartest medspas we work with combine both models:
Hybrid Example
| Tier | Monthly Fee | Benefits | Add-On Packages |
|---|---|---|---|
| Glow Member | £149/mo | 1 facial + 10% off all injectables | Add 3 microneedling sessions for £799 |
| Elite Member | £299/mo | £350 service credits + VIP booking | Add 6 body contouring sessions for £1,800 |
This setup does three powerful things:
- Locks in recurring revenue from memberships.
- Adds high-ticket transactions via packages.
- Reduces churn because members always have “something new” to buy or try.
💬 Tip from us:
Train your front desk to position packages as a benefit of being a member (“only members can buy at this rate”). That small language shift increases conversions by 25–30% in most clinics.
How It All Adds Up: The Real Impact on LTV
Let’s put numbers to it.
Here’s a simple model based on 100 clients over 12 months:
| Metric | Non-Member | Membership Client | Package Buyer |
|---|---|---|---|
| Avg. Spend (6 months) | £700 | £1,400 | £1,800 |
| Visits (6 months) | 2 | 6 | 4 |
| Retention (12-month likelihood) | 35% | 70% | 45% |
| Total LTV (24 months) | £1,200 | £3,600 | £2,400 |
📊 Interpretation:
- Packages give a quick cash injection (LTV jumps to £1,800 fast).
- Memberships compound value over time (LTV doubles again by year two).
In our client clinics, this pattern repeats consistently.
Packages win in the short term.
Memberships win in the long run.
If you need an easy memory cue:
Packages bring revenue now. Memberships build relationships forever.
What to Measure: The Metrics That Reveal True Performance
No program succeeds without tracking performance.
Here are the metrics we recommend every medspa dashboard should include:
| Category | Metric | Why It Matters |
|---|---|---|
| Acquisition | % of new clients converted to a package or membership | Shows sales efficiency |
| Engagement | Average visits per month per client | Predicts renewal and satisfaction |
| Revenue | Monthly Recurring Revenue (MRR) & Average Revenue per Client (ARPC) | Measures predictability |
| Retention | Churn rate / renewal rate | Determines loyalty health |
| Profitability | Gross margin per program | Ensures your discounts are sustainable |
| Upsells | % of members buying additional services | Indicates depth of client relationship |
📈 Pro Tip:
If your membership churn creeps above 10% monthly, review your usage data.
Inactive members cancel. Keep them booked, and they’ll stay for years.
✍ Tips from Us
- Start with packages to fund your membership build-out.
Use early package revenue to design and promote a strong membership offer. - Price your membership at a “no-brainer” point.
The sweet spot? One popular treatment’s value per month (e.g. your signature facial). - Add tiers.
People like options — 3 tiers perform best (“Basic,” “Glow,” “Elite”). - Create member-only events or perks.
Exclusive Botox Days or VIP launches make people stay subscribed. - Automate renewals.
Use a CRM like Pabau, RepeatMD to track credits, perks, and renewals without admin chaos. - Track everything.
You can’t improve what you don’t measure — MRR, retention, and usage rates should be weekly metrics.
Final Thoughts
When it comes to increasing client Lifetime Value, there’s no one-size-fits-all answer — but there is a smart balance.
Packages deliver quick wins. They bring in upfront revenue, lock in multiple visits, and help clients see results fast.
Memberships build the foundation for long-term growth. They turn one-time visitors into loyal regulars, create predictable revenue, and strengthen client relationships over time.
The best-performing medspas don’t choose one — they combine both.
Packages generate momentum. Memberships sustain it.
If you want your medspa to grow steadily without relying on constant promotions, focus on designing a model that blends these two approaches. Let memberships be your stability engine, and let packages be your growth accelerator.
Because at the end of the day, consistent loyalty outperforms short-term spikes — and the real success comes from clients who love your brand and keep coming back.
Want to see how this strategy could look in your clinic? Let’s map it out together.
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