Product Playbooks

A membership for a local class or club that meets in a real room

Yoga on Tuesdays, a running club, a choir. How to run the payment side online while the thing itself stays firmly offline.

The store.fan teamAugust 27, 20269 min read
A membership for a local class or club that meets in a real room

There is a tin. Or a notebook, or a spreadsheet with a tab for each term, or a bank app you check on a Tuesday night to see who has actually set up the standing order they promised in January. If you run a class or a club that meets in a physical room, this is the admin that eats the evening, and none of it is the thing you actually wanted to do. The class is fine. The class is the easy part. It is the money and the list of who is in that quietly takes an hour a week and gets less accurate every month.

Why the admin grows even when the club does not

A club of a dozen people can run on trust and a tin. At thirty it cannot, and the failure is not dramatic. It is that three people are two months behind, one of them has left without telling you, one thinks they paid, and you are not certain enough about any of it to bring it up in the hall. So you do not bring it up, and the gap widens.

Standing orders help and introduce their own problem: they are invisible to you. The member sets one up at their own bank, at their own amount, on their own date, and you find out it stopped only by noticing that a name has gone quiet in the statement. Raising the price means writing to everybody and asking them all to change it themselves, which most people will not get round to, and now you have two prices running at once.

The genuinely hard part is not technical. It is that a local club is a social thing and money makes it awkward. Nobody wants to be the person at the door with a card reader, and nobody wants to tell a friend they are three sessions behind. What you actually want is for the money to have been handled somewhere else, before the evening starts, so that the room is only ever about the thing you came to do. That is the whole design goal here.

The tin, and the alternative

This is not about being more professional. It is about which jobs happen automatically and which ones sit on your evening.

Cash, transfers and a spreadsheetA membership on store.fan
You reconcile payments against a list by handPayments and the list are the same record
Someone has to notice when a standing order stopsA failed renewal shows up as a lapsed member
Chasing arrears is a conversation you have to haveNobody is in arrears, because renewal is automatic
A price change means asking everyone to edit their bankYou set the price on the product for anyone joining next
No reliable count of who is currently activeYour customer list is the register, with lifetime value per person
Leaving means telling you in person, so people just stop comingMembers cancel themselves, so you know where you stand

Setting it up in an evening

You need a store.fan page, one membership product and about an hour. The free plan keeps the page and the full storefront designer forever, and you only need a paid plan if you want the extras listed on the pricing page. Everything below happens in the dashboard.

  1. 1Claim your link. It is store.fan/yourclubname, and that is the address you will put on the poster in the hall and in every message you send.
  2. 2Create one membership product, priced monthly, and name it after the thing rather than the payment: Tuesday Class, not Subscription Tier 1.
  3. 3In the description, write what the payment covers in weeks, where the room is, and what happens over Christmas or in August. Be specific about the gaps.
  4. 4Add a yearly version as a second membership if you want to offer a discount for paying up front. Keep them as separate products so people can choose.
  5. 5Use the store designer to pick a layout and a cover photo of the actual room. A photograph of the place people are about to walk into does more work than any copy.
  6. 6Import your existing members from a CSV so your customer list starts complete rather than starting empty.
  7. 7Send everyone the link once, with a short note saying the tin is retiring at the end of the month.
  8. 8Add a $0 lead magnet, such as a one-page beginner's guide or the term timetable, so people who are curious but not ready can still land on your list.

A choir of forty, on a Wednesday

Picture a community choir. Forty-odd singers, fifteen pounds a month, a hall hired by the term. Under the old arrangement, roughly thirty pay reliably, six are somewhere between late and lapsed, and four have drifted off without saying so. The treasurer spends an hour a week on it and the figure in the account is never quite the figure on the spreadsheet.

Move it to a membership and the shape changes rather than the total. Renewals happen on their own. The people who were drifting either renew or cancel, and both answers are useful, because the four ghosts become four honest gaps you can advertise into. The six who were behind are now either paying or not, with no conversation required. What you gain is not really money, though the collection rate usually improves; it is that you can look at one screen and know how many singers you have and what the term will bring in. That is the number the hall booking depends on, and until now nobody has ever quite had it. No promises about the total, but the certainty is the point.

Set up a monthly membership for your class, put the link on the poster, and let renewals happen without you.

Set up your club page

The mistake: pretending a term is a month

Most clubs run in terms and most memberships run in months, and the gap between those two facts causes nearly every argument you will have. August comes, the hall is shut, and forty people are charged for a month with no sessions in it. You knew that would happen and it seemed fine in March. It is not fine in August, and you will spend a fortnight issuing refunds and apologising for something you could have written down once. So write it down once, on the product description and again in a pinned announcement: the fee is a flat monthly amount that covers a year of sessions with these breaks in it, or the membership pauses over the summer and you will tell everybody when. Either policy works. Having no policy is what does the damage, and it does it to the people who were most willing to trust you.

They need to be able to open a link and pay with a card on their phone. That is the whole interaction. Payments run through Stripe on a page you never build, and the person keeps a private order page they can return to, which is also where they cancel.

You can keep accepting cash from the two people who will never do it any other way, and add them to your customer list by hand or by CSV import so the register still matches the room. Most clubs end up with a small permanent exception group and it causes no problems as long as you know who they are.

They pay from the day they join and renew on that same date each month. For a class this is usually simpler than aligning everybody to the first, though it does mean your income arrives spread across the month rather than in one lump.

Yes. The same page can hold ten product types, so a club shirt as a physical product with a delivery fee, a paid workshop, or a free timetable download can all sit alongside the membership. You ship anything physical yourself; store.fan never handles the parcel.

The point of moving the money online is not modernising the club. It is that the hour you spend reconciling a spreadsheet is an hour not spent planning the session, and that the tin has never once told you how many people are actually in. Set the membership up on a quiet evening, tell everybody once, and let the next term arrive with the payments already handled. If you want to see what else can sit on the same page, the features page lists all ten product types, and if you already collect members somewhere else, the migration guide covers bringing a list across.

The free plan keeps your page, your link and the full designer forever, with no platform fee on anything you collect.

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#memberships#local-business#recurring-revenue#customer-list#classes

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