Members who stay a year.€39 a month, yearly on.
Your audience is 45 to 60, has been told “that's just your age” by three doctors, and will pay for a room where the strength programme fits the stage she is in. A membership like that only works if people stay, so the setup is built for staying: a symptom checklist that tags every contact by stage, a monthly live call, a yearly plan on from day one, a letter that explains one symptom a week, and a consult with the screening done before she books.
Free to start. You keep 80%. Access switches off the day a member stops paying, and on again when she comes back.
PDF by email in a minute · you're tagged “peri” · one letter a week, unsubscribe any time
One question sorts
the whole audience.
Stage first, then symptoms, then training now. The PDF goes out instantly; the contact lands in your CRM tagged pregnant, postpartum, peri or post. That tag is the business: when the postpartum return-to-lifting phase drops, you email that segment and nobody else. No Stripe needed to publish it, and the letter opt-in is on the same form.
How lead forms and the CRM workA plan review, with the
referral line drawn.
The €40 form takes her return-to-running plan, weeks postpartum, delivery type and any pelvic-floor symptoms. You send back what to change week by week and, where it belongs, the line: “this one is for a pelvic-health physio before you run.” Written, in the inbox, before the three-day deadline. That is education with a boundary, and it is the deliverable a member forwards to a friend.
Buyer notified · €32 to your balance · 18 Sep
Five products,
switched on in this order.
The community carries the business, so it comes second, right after the form that fills it. The letter keeps the members; the consult and the plan review are the higher-touch layer for the ones who need it.
- 1Day one · Leads & CRM
Symptom checklist, tagged by stage free
One stage question, a symptom field, a training field, an email. Contacts tagged pregnant / postpartum / peri / post; the letter opt-in on the same form. Email a stage when its programme drops.
- 2Day one · Community
Membership, monthly live call, yearly plan €39 / month
Telegram or Discord. A stage-tagged training phase every month, a weekly accountability thread, one live call. Yearly plan on at €390, seven-day trial on, cap at 150. A 30-day money-back line in the description, because that is the norm in this niche.
- 3Week three · Newsletter
One symptom, one workout, one study €8 / month
Weekly. The symptom explained and the study are free; the full four-week workout and the member Q&A are behind the paid tier. The agent drafts from your posts and the week's thread; you edit.
- 4Week four · Bookings
Consult with screening intake €140 · 60 min
Stage, symptoms, medications and HRT status, red flags, what she has tried. Collected with consent at booking, not on the lead form. Google Meet link, reminders at 24 h and 1 h, your cancellation policy enforced.
- 5Week six · Forms & Requests
Review my return-to-running plan €40 · 3 days
The plan as a file or a link, weeks postpartum, delivery type, symptoms. A week-by-week reply with the referral line where it belongs. Cap it at ten a week.
Week 39 — the 3 am wake-up, and the deadlift that helps more than the pill you were offered
Night waking in perimenopause: falling oestrogen changes how the brain regulates temperature and cortisol before dawn. Not insomnia, not “stress”, and it usually eases post-menopause.
Twelve weeks of resistance training, twice a week, in 65 women aged 45–60: vasomotor symptoms down by about half against the control group. Effect held at follow-up.
Perimenopause and post-menopause phase 2, week 3: trap-bar deadlift 4×6, split squat 3×8 a side, row 3×10. Postpartum members: the pelvic-floor-first version is in your channel.
“I've started HRT and my joints already feel better; should I change the programme?” — No. Keep the loads, add the third session you were putting off. Your prescriber handles the dose; I handle the bar.
Live call Thursday 19:30 · two consult slots left · applyform.app/c/coach-hanna/book/consult
What the weekly letter
actually contains.
One symptom explained with the mechanism, one study with the numbers, one workout tagged by stage, one member question answered, one link. The symptom and the study are free, which is what gets forwarded in the WhatsApp groups your audience actually lives in; the workout and the Q&A are the paid part, which is what gets renewed.
Assisted mode means the agent drafts the issue from your posts and the week's accountability thread; you spend ten minutes editing instead of an evening writing.
The monthly rhythm
that keeps members.
Midlife memberships are the best-retained corner of fitness: 85% of members pick annual when it is offered, and the ones who leave do so because the programme stopped changing, not because they got what they came for. A new stage-tagged phase every month, a weekly thread, a fixed live call. ApplyForm grants and revokes the Telegram or Discord access as people pay and cancel; you run the rhythm.
- MondayAccountability thread
“What did you lift, how did you sleep, what's one symptom this week?” The weekly moment that makes the room a habit.
- ThursdaySymptom Q&A, async
Members ask, you answer within a day. Anything medical gets the referral line and a doctor's name, not a diagnosis.
- MonthlyLive call, 45 minutes
Mindset and habits one month, a training phase walkthrough the next. Recorded; the recording is the reason to renew.
- MonthlyNew training phase, stage-tagged
Peri/post and postpartum versions of the same phase. The agent emails each stage its own drop.
Numbers from
the market.
Sold as $470 or $670 a year. €39 with a €390 yearly plan sits inside the corridor, under the “$100 an hour trainer” they are anchored against.
A midlife fitness membership with 10,000 paying members: 85% annual, 60% trial-to-paid. Switch the yearly plan on from day one.
Ninety-seven percent female, aged 40 to 60, from an audience of two million. About 0.26% of followers; a small list converts fine.
Heading to $27bn by 2035. Around 450 million women are in peri- or menopause at any time, and most say care is thin.
One of the five fastest-growing categories on the largest class marketplace in 2025. The postpartum tag is not a niche inside the niche.
The leading memberships offer a full 30-day refund. Mirror it in the description; it lowers the trial barrier more than it costs.
Market figures from published industry and platform data, September 2026, rounded. Your prices, volume and retention will differ.
“Can I talk about HRT
and supplements?”
You can explain what the evidence says and you can tell a member to ask her prescriber; you cannot recommend a dose, sell a supplement stack from the page, or imply the programme treats a condition. In Germany the Heilmittelwerbegesetz forbids health-claim advertising and before-and-after pictures; in the UK the CAP Code covers the same ground. Education, with the referral line drawn, is what the agent writes and what members trust.
The consult intake asks, with consent, at booking: stage, medications, red flags, pelvic-floor symptoms, delivery type. The lead form does not; health data stays out of the free form. Anyone flagged gets a referral, not a programme, and you say so in the description.
They are. You coach the return to load; a pelvic-health physio clears it. Put that sentence in the membership description and the plan-review form, and route the heaviness and leaking questions to a named physio rather than a cue.
Rarely, and the trial handles most of it: seven days free, then €39. Members who cancel within 30 days are refunded and their access ends the same day. The alternative is a hesitant buyer who never joins.
Build the room
people stay in.
Tell the agent your Instagram or Facebook handle. It reads your content, proposes the symptom checklist, the membership with a yearly plan and the letter with prices from your niche, and sets them up when you create the account.