If I Were Starting (or Rebuilding) a Membership in 2026...
Memberships are still the easiest business model to build predictable income while leveraging your time. But things have changed a lot in the last 2 years and what used to work, well it doesn’t anymore (by that I mean it’s not enough).
If I were starting, or fixing a membership in 2026, here’s what I would do differently.
1. I wouldn’t start with tech, content, or a platform
Most memberships don’t fail because of bad tools. They fail because they’re built around an idea, not a problem people are actively trying to solve.
Before anything else, I’d look for one specific moment:
“I need help with this, and I don’t want to figure it out alone.”
If that moment isn’t clear, no amount of content will save the membership.
2. I wouldn’t “validate” with a big launch
I wouldn’t build a waitlist for months. I wouldn’t create free content hoping for engagement.
I’d have real conversations instead.
Not asking: “Would you join?”
But listening for:
What feels heavy right now?
What have they already tried?
Where are they stuck today, not someday?
Validation isn’t about interest. It’s about urgency.
If people don’t want help now, the membership becomes a motivation project, not a business.
3. I’d create less content than you expect
More content doesn’t create better memberships. It creates overwhelm.
If I were building in 2026, I’d design for:
a clear starting point
a small number of decisions
fast, visible wins
A good membership doesn’t feel like a library. It feels like a guided path.
4. I wouldn’t try to make it affordable for everyone
This one is uncomfortable, but important.
Trying to attract “everyone” usually attracts:
low engagement
poor retention
constant frustration
I’d price and position for people who are:
aware of the problem
ready to take responsibility
willing to engage, not just consume
Retention isn’t about bonuses. It’s about alignment.
5. After launch, I wouldn’t chase growth, I’d reduce friction
I wouldn’t add features to fix engagement. I wouldn’t panic over quiet weeks.
I’d focus on:
where members hesitate
where they get stuck
what the next obvious step should be
That’s how memberships grow steadily. And last.
Clarity now saves you months (sometimes years) later.
Most membership struggles aren't about the offer, the price, or the platform.
They're caused by friction you can't see yet.
Here's how to find it right now (sent straight to your inbox):
If this resonated, I’d love to know which part you’re rethinking for 2026 as we’re almost half way there.
Nathalie
PS: If you’ve been looking for a solution to stop the leak or revive a dormant membership, feel free to message me here, my dms are always open. Sometimes one conversation saves months of overthinking.
Nathalie Doremieux is co-founder of The Membership Lab, helping coaches, course creators, and membership owners build and optimize scalable membership platforms. 300+ sites built since 2006.