Family and couple plans can bring in members who wouldn't have joined individually — the appeal of training together often gets someone through the door who a solo membership pitch wouldn't have reached.
Price for the real value, not just a flat discount
A shared plan priced too aggressively can quietly cannibalize what would have been two full individual memberships — the discount should reflect genuine acquisition value, not just goodwill.
Decide how attendance and billing actually work together
Whether each person on a shared plan needs their own profile (for accurate attendance and progress tracking) while sharing one billing arrangement is a decision worth making deliberately, not by default.
Use it as a retention tool, not just an acquisition one
A member training alongside a partner or family member tends to have a built-in accountability partner — which is itself a quiet, powerful retention factor beyond the initial sign-up discount.