Why I Started Taking Deposits + Memberships (And Did It Intentionally)
- Feb 19
- 3 min read
I started taking memberships.
I started taking deposits. But I did it in a very intentional way.
I started noticing that people book very differently than they did back in 2020.
The way clients move, reschedule, commit, and plan has changed. So instead of ignoring it, I really sat back and studied it.
I was not complaining.
I was mind-boggled.
I would have a fully booked Saturday. Credit cards on file. Everything confirmed.
And then… reschedules.
Not one. Multiple.
Suddenly I would have nothing on my books.
Meanwhile, other clients had messaged me asking for that exact Saturday. I told them I was completely booked. I scheduled them two or three weeks out. Then my Saturday would fall apart, and when I tried to get those original clients back in, they could not make it.
Eventually it would be so far out that they would reschedule again.
And I remember thinking… what am I doing wrong?
Because it kept happening.
So instead of blaming clients, and instead of getting frustrated, I realized this was a systems issue. Not a people issue.
At the same time, I really worked on niching myself and marketing to my niche. If you do not know who you are marketing to, that is your first problem. You cannot market to everyone. You have to know exactly who you are speaking to. That is why I created my ebook. I designed it to help you get clarity on who your audience is and who you are actually speaking to.
Before you start taking deposits. Before you start building memberships. Before you change your policies.
There is an audiobook I want you to read. It is called Unreasonable Hospitality by Will Guidara.
When I started reading it, something shifted for me.
I stopped looking at deposits from a defensive place.
It was not about “respect my time.”
It was about building something sustainable while still being of service.
That is when I decided to build memberships.
I wanted to reward my recurring clients. I wanted to give them value. I offer thirty dollars off my regular price for members. I add paraffin wax. I celebrate their birthdays. I give little seasonal goodies. Eye patches from Universal Companies. Small touches that say thank you.
Memberships have been really successful for me. But just because I have them does not mean I take them for granted. I nurture them. I keep giving. I keep elevating the experience.
Now that memberships are growing, my availability is tighter. So when I do have open spots, especially for new clients, I am more intentional.
I created a new client request form. I give people three ways to book:
1) Fill out the new client request form.
2) DM me. I actually do not mind DMs because I like having a one-on-one conversation. I like guiding them.
3) Book directly through my booking link, which requires full payment at the time of booking.
If they fill out the request form, I ask them everything.
Do you want relaxing or corrective? What are your goals? Any reactions? Upcoming events? I gather all of it.
Then I send a detailed email explaining what we are going to do and what they can expect.
Only after that do I say: I require a non refundable fifty percent deposit. You may reschedule one time.
Now, I will be honest. I am very lenient. I have kids. I live in LA. Life happens. I take the person and the situation into consideration. But I say that policy to protect myself and my business.
Customer service always comes first.
And this is why I recommend reading Unreasonable Hospitality.
Because even though I have policies, I deliver them through hospitality.
We have talked on the phone. We have emailed. I have listened. I understand their needs and wants.
They feel heard.
So when I say there is a fifty percent deposit required, they are excited to pay it.
They trust me.
They are already invested.
They are already looking forward to coming in.
It feels completely different than just sending a payment link cold.
By the time they walk into my studio, the trust is already built. The bed is made. The drinks are ready. Essential oils are diffusing. The space feels beautiful. They get paraffin. They get massage. They get the full experience.
That is why I started taking deposits.
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