So I checked in with a potential client last week.
You know, the one who told me months ago that their membership felt like it had zero energy. Ghost-town engagement. Members showing up like it's jury duty, not a club they chose to join.
Their solution?
"We're gonna keep it running as-is and focus on something new!"
I archived that email with a dramatic sigh because here's the unfortunate truth: "as-is" is code for "slow death by neglect."
And I've seen this before. It ends badly. Every. Single. Time.
Month 1-3: Your engagement rate drops like your stomach on a bad roller coaster. Members log in, see tumbleweeds, and log out. Rinse, repeat, cancel.
Month 4-6: Renewals? LOL, no. Your month-to-month people ghost you like a bad Tinder date. Your annual folks? They're marking their calendars for escape day. And they're definitely NOT telling their friends about your membership.
The whole time: Everyone can smell the neglect. You know that Facebook group with 5 people still posting and it's just... sad? Yeah. That's you now.
Meanwhile: You're over here obsessing about your shiny new project while actively resenting the membership that's become your annoying houseguest who won't leave.
Fun times!
Option 1: RIP IT OFF LIKE A BAND-AID
I'm serious. If it's dead to you, kill it with dignity. Your reputation will thank you. Wait until your new thing is ready (especially if it serves the same people), then introduce them to the shiny alternative.
This way you get a clean break. No awkward death spiral.
Option 2: FALL BACK IN LOVE
Find ONE thing that makes you excited again. Change something that's dragging you down. Make it fun for everyone, including yourself.
You CAN love your membership AND your new thing. They're not mortal enemies. (And if you need help figuring out what to change, that's literally what I do in Business Focus Sessions.)
"As-is" is business speak for "I'm gonna let this die while pretending I'm not actively killing it."
At best? Your membership draws out a for another year while you lose most of your members.
At worst? You torch your reputation and lose that entire audience permanently because they felt abandoned.
Don't be that person.
Ready to get excited about your membership again before 2026? Let's talk.
Stay curious.
P.S. Subscriptions take longer to die this death. You can run those "as-is" a bit longer before they also flatline. But don't get cocky – death is still death, it just moves slower.