The market is getting more crowded - new builds, PE rollups, aggressive pricing, and land-grab tactics are everywhere. Waiting to react is costly. Here’s a proactive approach from the Competitive Awareness section of the Annual Planning Playbook.
Quarterly check-ins give you an edge. Track:
New builds and projected opening timelines
Pricing changes and package updates
Promotions and marketing campaigns
Tech adoption (equipment upgrades, online portals, marketing system upgrades)
Zoning or lobbying activity in your area
Awareness isn’t just knowledge - it’s actionable advantage.
Price isn’t just numbers - it’s perception. At least twice a year, ask:
Are we positioned as premium or value?
Do our benefits justify our price points?
Are competitors adjusting their pricing?
How does our member LTV compare?
Strategic pricing protects revenue and strengthens retention.
Top operators survive shocks and outperform peers. Focus on:
Multiple acquisition channels to diversify leads
Cross-trained staff to prevent bottlenecks
Healthy cash reserves for flexibility
A reactive promotional calendar ready to respond to competitors
Upgrade paths that increase member value
Tech that anticipates churn and automates engagement (shoutout Rinsed)
Competitors can steal traffic - they can’t easily take loyal members.
Customers leave because of friction, not price. Reduce churn by eliminating:
Inconsistent wash quality or speed
Confusing memberships or add-ons
Poor communication or follow-up
Negative staff interactions
Deliver a predictable, seamless experience - and members stay, even when competitors try to lure them away.
Not just reacting to the market - it’s staying three steps ahead, protecting your members, and turning every change into an opportunity to lead.”
Download the full 2026 Planning Playbook below to map your primary growth driver and build your strategic roadmap.