The anniversary that isn't a surprise

Their first-anniversary clients used to get a card and a discount on the next block. It was nice and it was forgettable, and half of them didn't renew anyway.

This year the anniversary email had three lines and an attachment: their numbers from the first week, their numbers from last week, and one sentence about the distance between them. The attachment was a single page, signed by the coach who'd been there for all of it.

Fourteen of sixteen renewed inside a week. Two wrote back to say thank you, which had never happened before.

The owner's read: the card said "you are a customer", the page said "you did something". People renew the second one.

It also changed the studio's math on the coaches. A page like that takes six minutes to produce when the record is already there, and forty when it has to be reconstructed from memory.

The anniversary discount is still on offer. Almost nobody takes it now, because a discount implies the thing wasn't worth full price, and the page is a decent argument that it was.

MOJOWAY's body kit turns a year of sessions into that single page: starting figures, current figures, the distance between, and a coach's name at the bottom.