Marketing Your Business - Marketing Strategies for Business Owners 232: She Launched a Membership Before Building It (Here's What Happened) - Krystal Schouten
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Mar 9, 2026 Krystal Schouten, a pelvic floor fitness specialist who helps women overcome incontinence and regain confidence, shares her leap into launching a membership before building it. She talks about pivoting to virtual during COVID, fighting the “welcome to motherhood” myth, the $2/day pricing reframe, reusing content to scale, and managing the emotional roller coaster of growth.
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How COVID Sparked A Week Ahead Digital Program
- Krystal began her digital offering during COVID by filming weekly workouts and staying one week ahead of participants.
- She started with 10 women (including her mom), extended four-week blocks into a 12-week program, and used her broadcasting skills to edit videos herself.
Specialization Built Trust Around A Stigmatized Problem
- Specializing in pelvic floor work created trust because women felt seen discussing a vulnerable issue.
- That trust converted into demand as women realized incontinence wasn't a 'life sentence' and sought solutions to reclaim activities like trampoline play.
Pricing Reframe That Unlocked The Membership
- The $2/day pricing reframe made a membership obvious and accessible to Krystal.
- She kept a sticky note reminder of the $2/day idea which shifted her mindset about building a scalable offering.