Upselling to Premium with tiered health perks

We helped Ffit Conwy differentiate their Standard and Premium membership offering with high-demand health perks, driving 56% growth in Premium memberships in the first five months

Ffit Conwy already had a clear Standard and Premium membership structure. The opportunity was to use health perks to strengthen both, while giving members a clear reason to choose Premium.

Turning health services into a structured membership benefit

Essential services like online GP appointments can add everyday value to Standard memberships, while a broader range of care across therapy, physiotherapy and nutrition support gives Premium members something meaningfully more valuable.

Adding easy to manage multi-tier health perks

Working with HealthKey, Ffit Conwy launched a tiered health perk offering in a matter of weeks.

Standard members received unlimited online GP consultations.

Premium members received the GP service alongside physiotherapy, five online therapy sessions per year and nutrition support.

Rather than treating health perks as an add-on, the different levels of support became a key point of differentiation between Ffit Conwy’s membership tiers.

The result? A clear shift towards Premium

In just five months after launching the new perks, Premium memberships increased by 56%, shifting their Premium’s share of the total memberships from 8.5% to 13.6%.

Leisure Manager Mark Orme sums up the impact they’ve seen perfectly:

“What I've seen in practice is that when health services are genuinely integrated into the premium offer, members stay longer, engage more consistently, and place a much higher value on their membership.”