Defending Direct Memberships | Boutique Fitness Calculator

📈 Your Direct Business

Direct members ⓘMembers who pay you directly — not through a marketplace. These are the relationships that actually pay the rent.

Direct membership / month ⓘYour standard direct membership rate — the price a committed client pays you. Boutique fitness typically runs $130–$280/mo.

🛒 The Marketplace Leakage

Marketplace visits / month ⓘTotal visits booked through the marketplace each month — every spot filled by a marketplace user paying a fraction of your direct price.

What you net per marketplace visit ⓘWhat the marketplace pays you per visit after their cut — usually 30–60% of your direct price. This is the haircut on every marketplace spot.

% of marketplace users who'd convert direct ⓘOf the marketplace regulars, how many would become direct members if you pushed them (capped marketplace inventory, direct-pricing incentives). Be honest — not all will.

💸 The Cannibalization Cost

Annual Margin Leaked To Marketplace

$46k

the difference between marketplace rates and direct pricing

The Math

Current direct revenue / yr$302k

Marketplace revenue / yr$29k

If those visits sold direct$475k

Direct members you'd convert28 members

Recoverable annual margin+$60k

Marketplace takes (your cut vs. direct)94% haircut

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The marketplace is your most expensive channel

You're netting $11/visit from the marketplace vs. ~$30+ direct — a 94% revenue haircut on every spot. Treat it as a strictly capped acquisition funnel, not a revenue line, and defend direct with everything you've got.

🔥 The Boutique-Fitness Play

High churn is structural in this vertical — so the defend-direct playbook is everything. Cap marketplace inventory to off-peak only (never peak), price direct memberships below marketplace effective cost for committed clients, and run an aggressive intro→membership funnel with auto-roll. Founding-member bursts at launch are fine; marketplace dependency at scale is the leak that kills the margin.

Own your client relationship.

Zipper is a white-labeled, conflict-free platform — no consumer marketplace reselling your clients, no one undercutting your direct price. Every member, every visit, every dollar stays yours.

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