Med spa membership programs: three tiers with pricing logic, the math, and the checkout script that sells it at the desk

By Benjamin Chua·Published October 18, 2026·21 min read

A museum sells two things. A day ticket, where someone has a nice afternoon and is gone. And an annual pass, where the same person comes back eight times, brings a friend, and buys something in the shop on the way out. The museum makes its money on members. A one-off facial is the day ticket. A membership is the annual pass.

Most med spas run on day tickets. Every month starts at zero, the ad budget has to rebuild the calendar, and a quiet fortnight shows up straight in payroll. A membership flips that. Money arrives on the first of the month before anyone sits in the chair, members book more often because they've already paid, and the clinic stops living on the next lead. This guide gives you the three tiers, the math that tells you whether a tier is making or losing money, the word-for-word checkout script, the cancellation terms, the law to check, and the 30-day launch to the patients you already have.

What should a med spa membership include?

Three tiers, built around how your patients already spend. A skin tier for people who come in for facials and peels. An injectable credit tier for people who maintain a wrinkle relaxer every 3 to 4 months. A combo tier for the higher spenders who do both. Two tiers also works. Four is too many for a front desk to explain in thirty seconds.

The working rule for the price point: start each tier at roughly 1 to 2 times what that patient type already spends with you in an average month, then adjust after 90 days from real usage and margins. Pull your own numbers from your booking software before you touch a price. The table below is a template, so every dollar figure is a placeholder you fill in.

The injectable bank is the tier that does the heavy lifting. The patient pays a fixed amount every month and every dollar becomes credit toward their next injectable visit. You apply the banked balance first when they come in, then the member discount on anything above it. Set clear rules on the minimum term, the discount, and when unused credit expires (12 months from the date earned is a common working rule). Buying a wrinkle relaxer one visit at a time is like grabbing cheap reading glasses off a petrol station rack whenever your eyes change. The bank is a contact lens subscription: the right amount, on schedule, and the result stays stable.

How do you price a med spa membership so it makes money?

Three calculations, in this order. Variable cost per tier, then churn and lifetime value, then breakeven on the cost of signing someone up. Do them on paper before you launch, and redo them every 90 days once you have real members.

Step 1: variable cost and profit per tier

For each tier, add up what it costs you to deliver what's included: product, provider time, card fees. Subtract from the fee. What's left is your variable profit per member per month. The numbers below are illustrative, built on a clinic with an average neuromodulator visit around $480 (35% product cost, 10% provider time) and an express facial costing about $45 to deliver. Your inputs will differ. The shape of the math won't.

Step 2: churn and lifetime value

Monthly churn is members who cancelled this month divided by members at the start of the month. A working target once the program is settled is 3 to 5% a month. Expect 7 to 10% in the first few months while you fix pricing, who you're selling to, and onboarding. Anything above 10% means the value isn't clear, you're signing the wrong patients, or delivery is inconsistent.

1. 1

   Revenue LTV = monthly fee divided by monthly churn

   Illustrative Injectable Bank at $199 and 5% churn: $199 / 0.05 = $3,980 of revenue over the life of an average member.

2. 2

   Profit LTV = monthly variable profit divided by monthly churn

   Same tier: $103 / 0.05 = $2,060 of variable profit per member. This is the number that tells you what a member is worth and what you can afford to spend to get one.

3. 3

   Track it per tier, not as one blended number

   A skin tier at 8% churn and an injectable tier at 3% look fine blended and tell you nothing. Separate lines show which tier needs a price or inclusion change.

Step 3: breakeven on signing someone up

When you sell memberships to existing patients at checkout, the acquisition cost is close to zero. Our working rule is $0 to $40 per member for staff time and a small sign-up bonus. Breakeven in months is that cost divided by monthly variable profit. At $40 and $103 of monthly profit, breakeven is about 0.4 months. The first bill cycle more than pays it back. That is why a membership sold at the desk is the strongest money model a med spa has, and why paid ads are the wrong first place to sell it. If you're weighing where marketing dollars go, the med spa marketing budget guide covers the split.

The checkout script, word for word

Sell it after you've totalled today's visit, as one decision with the treatment they just had. Today's price is the anchor. The monthly fee lands small against it. Train the coordinator to ask the question and then stop talking.

“Today's total for your treatment is [$ today's total]. Quick question before I run this: are you planning to maintain these results every 3 to 4 months, or was this more of a one-time treat?”

“Perfect, that's exactly who we built our Injectable Bank for. Here's how it works in plain English. You put [$Y] a month on a card. Every dollar becomes injectable credit here. Members get [X]% off neuromodulator and filler pricing, plus priority booking, and you can use the banked amount any time. A lot of our regulars treat it as pre-saving for their visits. You can cancel any time after the first 3 months with 30 days' notice, and we'll send everything in writing today. Would you like to start today's visit on the membership and get your [X]% off now, or keep it pay-as-you-go?”

“No problem. The safe way to test it is this. We put you on the membership today, you get the discount today, and if it doesn't feel right you can email, text or cancel online any time after your third charge and we'll stop it. Any unused credit stays on your account until you use it or it expires at 12 months. Does it make sense to let the membership pay for part of your next visit rather than you having to remember to save for it?”

Keep the recurring fee and today's sale as one price conversation. "Today is [$482], or [$Y] a month on the Injectable Bank and today's visit comes down to [$410]." The big number first, then the small one, is what helps continuity stick ($100M Playbook Retention, p. 27). If the patient asks the price question before they're ever in the chair, the price reply scripts handle the DM version.

What should the cancellation policy say?

Short, in plain English, and on the signature line. A policy buried in page four of an intake pack is the policy that produces chargebacks. Here is a template you can adapt. Run it past your attorney and your state's automatic renewal law before a single patient signs it.

The "pay back the discount" structure comes straight from the continuity discount and cancellation approach in $100M Money Models (pp. 140 to 141). The member earns a lower rate by staying past your common churn month, and the early exit fee equals the discounts they took, nothing more. It balances sign-ups against stickiness without the gym-contract feel. Whether an early termination fee like this is enforceable, and how it must be disclosed, varies by state, so it's a counsel question.

Auto-renewal law: what California requires and where the FTC rule stands

Memberships are automatic renewal contracts, and the consumer law on those is stricter than most med spa owners expect. California's statute is the one most other states copy from, so use it as your floor even if you're elsewhere. Business and Professions Code section 17602 requires the following (read from the statute text, fetched 2026-10-18).

Other states have their own versions. New York, Colorado and others are named in the Acquisition.com material as having equivalent laws. We have not read those statutes for this guide, so check your own state's legislative site or Attorney General guidance, and have a healthcare-savvy attorney map your checkout flow and intake form against it.

ROSCA, the Restore Online Shoppers' Confidence Act (15 U.S.C. 8403), is the federal law that already covers any membership sold through your website. It requires that you clearly and conspicuously disclose all material terms before taking billing information, obtain the consumer's express informed consent before charging the card, and provide simple mechanisms for a consumer to stop recurring charges. If your checkout page meets the California list above, it meets these three as well.

Two more things to confirm in your own accounts rather than from this page. Your card processor and the card networks have their own rules for recurring billing and stored card details, so ask your processor what they require for a subscription merchant before you turn the program on. And if you're an MD or NP-owned clinic or run through an MSO, check that membership fees and discounting fit your state's corporate practice of medicine and fee-splitting rules. Prepayment for medical services is a board question in some states. Do not copy a gym contract. Med spas sit under health law and consumer law at the same time.

How do you launch a membership to existing patients?

Without a membership your regulars behave like someone calling a plumber at midnight: pain, urgency, a big one-off bill, then silence until the next leak. A membership is the building maintenance contract. Smaller monthly bill, visits on schedule, fewer leaks. The people to sell it to first are the ones already calling you every few months. Here's the 30-day sprint.

1. 1

   Week 1: build the list

   Export the last 18 months of patients and tag them. A: injectable patients with 2 or more visits a year, or spend over a threshold you set (e.g. $1,500 a year). B: skin-only patients with 4 or more visits a year. C: everyone else. Start with A and B. The C list is where deal-hunters live.

2. 2

   Week 1: write the founding member offer

   Give a one-time bonus worth more than the first month's fee, only for the first 50 to 100 members, and only unlocked after they pass the minimum term ($100M Money Models, pp. 128, 131). Example for the injectable bank: join this month and get an extra [$150] of injectable credit added once you reach your 3-month mark. The delay is deliberate. It rewards the people who stay.

3. 3

   Days 1, 3 and 7: three emails

   Email 1, "Never scramble for your next visit again": the story of patients delaying treatment because they didn't budget for it, the bank explained in three lines, a simple table of pay-as-you-go versus member cost over a year, and a reply-to-join CTA. Email 2, "Founding 50: extra [$150] credit": the bonus, the 3-month minimum, the same table, and a CTA to book the next visit and mention founding member. Email 3, "Last 72 hours for the bonus credit": the whole offer on one screen, a hard cut-off date and time, call or text to enrol.

4. 4

   Days 1, 3 and 7: mirror each email with a text

   Only to patients who gave you prior express written consent for marketing texts, between 8am and 9pm their local time. "Hi [Name], it's [Clinic]. We've launched an Injectable Bank so your treatments are pre-saved each month and you get [X]% off. Reply BANK for details before your next visit. Reply STOP to opt out." Put the opt-out on every marketing text, every time.

5. 5

   Week 2: front desk calls the A list

   "Hi [Name], it's [Rep] from [Clinic]. I'm looking at your chart and you've been really consistent with your treatments. We've just launched an Injectable Bank membership that pre-saves for your visits and brings your pricing down. You're exactly who we built it for. You've got [date] booked already. Do you want me to add a founding member note so you get the extra [$150] credit when you come in, and we'll go over the details at checkout?" The call sells the conversation at checkout, nothing more.

6. 6

   Weeks 2 to 4: sell at every checkout

   Every A or B patient who comes in during the launch window hears the script above after their total. The founding bonus gives the coordinator a reason to bring it up and a reason for the patient to decide today.

How do you keep members from cancelling?

Track appointment frequency the way a gym tracks attendance. A member who has missed their expected visit is a member about to cancel ($100M Playbook Retention, pp. 4, 7). The fix is operational, not clever. When an injectable bank member is 30 days past their usual interval, the desk texts or calls to book. Run a members-only event each quarter. When someone does cancel, do a two-minute exit interview and offer a downgrade before you process it (Retention playbook, pp. 12, 23). Members who feel seen stay. A booking system that nudges late members does most of this work; the no-show fix guide covers the reminder sequence that applies here too.

Then give the numbers an owner. The most common membership failure is the owner hoping it works. One person, one weekly scorecard, reviewed every Monday.

Five expensive membership mistakes

1. 1Pricing below cost because "it's just a facial". A full medical facial or a heavy injectable discount inside a $99 tier with no math behind it. Calculate variable cost first, hold the 50% margin working rule, and shrink inclusions until it clears.
2. 2Unlimited or "everything" memberships. Unlimited tox plus all facials attracts the heaviest users and destroys margin. Cap usage per month, define exactly what's included, and turn "unlimited" into banked credits with clear unit values and an expiry.
3. 3Hiding the auto-renewal and cancellation terms. Tiny print, surprise renewals, chargebacks, then a complaint to the Attorney General. Put the renewal, price, term and how to cancel on the signature line and in bold on digital forms. Train staff to say "this renews each month until you cancel" out loud.
4. 4Selling to deal-hunters instead of regulars. Low-spend patients sign up for the founding bonus and leave at month four. Sell to the A and B lists, keep the 3-month minimum, and unlock bonuses only after it.
5. 5Nobody owns the numbers. No scorecard, no churn figure, no idea whether the program is making money. Pick one leader, give them the table above, and review it every Monday.

What the Hormozi playbooks say about continuity

Most of the structure above is a med spa application of the continuity material in $100M Money Models and the Acquisition.com playbooks. A membership is a continuity offer: ongoing value for ongoing payments, and you increase starts by attaching a one-time bonus worth more than the first month's payment for people who join now (Money Models, pp. 125, 128, 131). That's the founding member credit.

Prepaid blocks spike cash on top of monthly billing. "Pay 5 months, get 1 free" or "pay a year, get 2 months free" front-loads profit you can put into marketing, as long as you can deliver the visits (Money Models, p. 133). If you sell annual plans, the California reminder rules above apply. The continuity discount and cancellation fee idea, where members earn a lifetime lower rate after your common churn month and any early exit fee equals the discounts taken, is pp. 140 to 141.

Automatic continuity is the one most clinics miss. When a patient finishes a package, say a 3-treatment correction plan, roll them straight into a smaller maintenance membership at 5 to 20% of the original spend, with high margins because the heavy work is done ($100M Playbook Pricing, pp. 49 to 53). Write it into the package terms up front, with the same clear consent the law requires for any auto-renewal. Then the retention playbook's churn checklist: track usage like attendance, reach out when a member is late, run VIP events, run exit interviews (Retention, pp. 4, 7, 12, 23), and bundle the recurring fee with the main sale as one price anchor (Retention, p. 27).

A membership sells best to people who already trust the clinic, and trust is built before the checkout. The clinics that fill their tiers fastest are the ones whose injector has been on camera for months explaining what maintenance actually looks like, so the "are you planning to maintain this?" question lands on someone who already knows the answer. If you want the content side planned out, the free 12-month content plan at /free-plan maps a year of posts from one filming day, and the Reels to booked consults guide covers the formats that bring maintenance patients in.

Where this comes from

• California Business and Professions Code section 17602 was read on 2026-10-18 from the california.public.law mirror (the official leginfo.legislature.ca.gov page returned an error to our fetcher). The checklist paraphrases the statute's subsections; re-read the official text before quoting it in your own terms.
• The FTC Negative Option Rule page (ftc.gov legal library) was read on 2026-10-18. It lists the October 2024 final rule, a February 12, 2026 notice conforming the rule to federal court decisions and a March 13, 2026 advance notice of proposed rulemaking. The Eighth Circuit vacatur in July 2025 is reported in law-firm summaries we read, not confirmed on an official page. Treat it as status to confirm.
• ROSCA's three requirements are from 15 U.S.C. 8403 as published by Cornell Law School's Legal Information Institute, read 2026-10-18.
• The HIPAA marketing points reference 45 CFR 164.501 and 164.508 as read in the source pack for this series; HHS's own marketing guidance pages did not load for us, so read those or ask your privacy officer.
• The continuity, bonus, prepaid block, continuity discount, automatic continuity, churn checklist and bundling frameworks are from $100M Money Models and the Acquisition.com Pricing and Retention playbooks, with page numbers cited inline as the Acquisition.com advisor material gave them.
• Every dollar figure in the tier table, the math tables, the scripts and the launch sequence is a placeholder or an illustration. The 1 to 2x monthly spend starting point, 45% injectable variable cost, 50% gross margin floor, 3 to 5% churn target, $0 to $40 acquisition cost, 12-month credit expiry and the scorecard triggers are our working rules, not industry averages.
• Card network rules, other states' auto-renewal statutes, corporate practice of medicine rules and state board positions on prepayment were not read for this guide. Where we mention them we say so, and they're counsel questions. Nothing here is legal advice.

Questions owners ask

Written by Benjamin Chua

Founder of Trueframe and Med Spa Launch. Nine years building video systems for founders and clinics, including a Melbourne plastic surgeon whose account went from 12,043 to 36,236 followers in ten weeks.