Our Specialism
Recurring revenue is the most valuable thing a wellness business can build.
Whether it's a membership base or a subscription product, predictable revenue changes everything about how a business grows — and what it's ultimately worth. It's the part of the business House of Form knows best.
Why It Matters
One-off revenue resets every month.
Most wellness businesses are built to sell again. The best ones are built to be rejoined, renewed and rarely cancelled.
It compounds.
Every retained member is revenue you don't have to win again next month. Growth builds on a base rather than starting from zero.
It makes acquisition affordable.
What you can afford to spend to win a customer depends entirely on how long they stay. Retention sets your marketing ceiling.
It makes the business plannable.
Predictable revenue is what makes hiring, leases and second locations decisions rather than gambles.
It's what buyers pay for.
A business with a stable, growing recurring base is valued differently to one dependent on constant new acquisition.
Two Applications
The same commercial engine, two kinds of business.
Studios & Physical Wellness
Boutique fitness, Pilates, Lagree, recovery, longevity clinics and treatment spaces — businesses where the membership base is the business.
- Membership tiers & pricing
- Intro offer & conversion
- Onboarding & first 90 days
- Churn diagnostics
- Win-back campaigns
- Class utilisation
- Community & referral
- Freeze & cancellation policy
Consumer Wellness Products
Supplements, nutrition, functional health and wellness technology — businesses where subscription turns a one-off purchase into a relationship.
- Subscribe & save design
- Subscription vs one-off pricing
- First-order to second-order
- Replenishment timing
- Churn & pause flows
- Bundling & upsell
- CRM & lifecycle email
- Retention cohort analysis
Where We Start
The questions most founders can't answer yet.
Not as a test — these are genuinely hard to answer without the right reporting in place. If several give you pause, that's usually where the work begins.
What is your monthly churn rate?
And is it getting better or worse than it was six months ago?
How long does the average member stay?
And therefore what is a new member actually worth to you over their lifetime?
When do people leave?
Most cancellation happens in a predictable window. Knowing yours tells you where to intervene.
What proportion of intro offers convert?
And what separates the ones who convert from the ones who don't?
What happens in a member's first thirty days?
Onboarding is where long-term retention is usually won or lost — and it's rarely designed deliberately.
What do you do when someone cancels?
A cancellation is information, and often a second chance. Most businesses treat it as an ending.
How We Work On It
Diagnose, then build.
Customer Growth Audit
A focused diagnostic of the commercial engine behind your customer journey — acquisition, conversion, onboarding, retention and churn — ending in a prioritised roadmap of what to fix and in what order.
Typically four weeks, fixed scope.
Discuss an AuditOngoing Growth Partnership
Implementation of the roadmap alongside your team — building the pricing, onboarding, lifecycle and retention systems, then holding the business accountable to the numbers month after month.
Ongoing monthly engagement.
Discuss a PartnershipWork With Us
Where is your revenue leaking?
If membership or subscription growth has stalled — or you've never had clear visibility on retention in the first place — that's the conversation to start with.