Memberships or premium programs?

Choosing the right model for your business

In the world of digital marketing for health and wellness, there’s a question every professional faces sooner or later:
Which business model works best for me—a membership or a premium program?

Both options have their benefits and challenges, and the right decision depends on your stage, your resources, and your vision for your project.

In this article, I’ll help you understand the key differences between memberships and premium programs, when each one makes sense, and how to design a strategy that helps you grow without losing authenticity or energy.

What’s a premium program and what’s a membership?

Premium Program (High Ticket):
A high-value, high-price offer, usually focused on intensive, personalized support or a deep methodology. It often lasts weeks or months and includes 1:1 sessions, exclusive materials, and close guidance.

Membership (Low Ticket):
A recurring payment model, usually monthly or yearly, that gives access to content, workshops, resources, or group coaching. The price is lower, but the goal is to attract more people and generate cumulative income over time.

Both models work—but they don’t work the same way.

The appeal of a premium program

Premium programs are powerful because they allow you to generate significant income with fewer clients.

Simple example:

• Charge $500 for a program and enroll 10 clients → that’s $5,000.
• To reach the same amount with a $20/month membership, you’d need 250 active subscribers.

Other benefits of premium programs:

• Position you as a high-level expert.
• Filter in clients who are truly committed.
• Provide faster cash flow to reinvest in your business.

This is why many health and wellness professionals use this model to stabilize their income before expanding into other formats.

The appeal of a membership

Memberships shine in the long term.

Imagine having 200 subscribers paying $30/month—that’s $6,000 in recurring revenue every month. Even if some people cancel, the base keeps growing with new signups.

Benefits of memberships:

• Predictable, recurring income.
• Scalability: reach more people with the same effort.
• Community: create belonging and group motivation.
• Accessibility: more people can work with you, even if they can’t afford a premium program.

The challenge? It doesn’t grow overnight. It requires patience, consistent content creation, and retention strategies.

Which works best in the beginning: membership or premium?

Here’s the key:

• If you’re starting out and need stable income fast → go with a premium program.
• If you already have a client base, community, and time to consistently nurture them → a membership could be your next step.

The most common mistake is launching a membership without having enough audience. You end up with 5–10 subscribers, feel frustrated, and quit.

The ideal path: start with a premium program for financial oxygen, then expand into a scalable membership.

Factors to evaluate before deciding

Ask yourself:

• Time: Do you have the capacity to create recurring content? If not, a premium program will keep you focused.
• Community: Do you already have an email list or followers who trust you? If not, start with premium.
• Income: Do you need cash flow now, or can you wait to build recurring revenue?
• Energy: Do you enjoy intensive 1:1 work, or do you prefer lighter group support?

Your honest answers will reveal your best path.

Common mistakes with memberships and premium programs

With memberships:

• Expecting growth without consistent promotion.
• Offering too much for too little and burning out.
• Lacking a retention plan to keep subscribers.

With premium programs:

• Being afraid to charge fairly.
• Not clearly communicating the value (confusing it with a single session).
• Failing to create a structured sales process (follow-ups, calls, closings).

A combined strategy: the best of both worlds

The truth is, you don’t have to choose just one forever. Many health and wellness businesses thrive with a mixed approach:

1. Start with premium: 5–10 clients generate solid income.
2. Add a membership: once your finances are stable, launch a recurring, accessible model.
3. Create a value ladder: offer options at different levels → free → low-cost → premium.

This way, your business serves different client profiles while generating diversified revenue.

Real-life examples in health & wellness

• A therapist started with an 8-week premium program for anxiety. With just 6 clients, she made $3,000. That gave her the stability to later create a $25/month membership with meditations and live workshops.
• A habits coach launched a membership first, but only got 12 subscribers. He pivoted to a $600 premium program—just 5 clients covered his monthly expenses. Later, with a stronger base, he relaunched the membership successfully.

Practical steps to choose your model

1. Review your current income situation.
2. Define how much time you can dedicate to recurring content.
3. Do the math: how many premium clients vs. how many membership subscribers do you need?
4. Start with the model that gives you financial stability.
5. Plan to complement the other in the medium term.

Conclusion: the right model is the one that supports your vision

Neither memberships nor premium programs are magic. Both require clarity, strategy, and patience. What matters most is not copying others, but choosing what truly supports your vision, your work style, and your stage of business.

A premium program can give you fast income and committed clients. A membership can give you community and recurring revenue. Together, they can create a solid, sustainable digital business.

The key is listening to your reality, planning strategically, and taking steps that move you closer to the business—and life—you truly want to build.