Bahram Akradi
Analyst · Goldman Sachs. Please proceed with your question
So great questions, Kate. First, I expect to roll these things out early. Now there are a number of things that we have to tie in and that's why the delay is. We are reworking our digital offering and then creating the online business, which is the products, apparel, nutritional products, dynamic nutrition, and our athletic events, our [indiscernible] business, all tie into one seamless engine to make it super easy for our customer. What we are not doing great right now, Kate, is we aren't taking advantage of all the different connections we have on all different programs we have, and we make actually purchasing things almost difficult for our customers. So there is an essential work being done to systematize all of that. So once you're in the app, you can make easy transactions. If you go to one of our athletic events and you want to buy the t-shirt associated with that, it would be a lot easier than it's happening right now. So there's kind of work being built. And as I talked about being sequential, I mean, the priorities that we had to get us to the point of $500-plus million of EBITDA, trumped all of these types of work. That was the number one priority. Now that we are there, we're working on these things. So it will continue to -- I hope it's the first quarter, but at the latest, it will be second quarter of 2024 that we would have those machines all tied up together and then pressing the opportunity for the customers. We are not focused on doing anything different than we've had. Any product that we put out there has to be absolutely the best. It has to be having the right why. And then as far as your second question, the way the prices were established for the company was a function -- as I've said repeatedly -- was a function of delivering the right experiences in the clubs. And COVID, while had many pain points for our company, also allowed us to sort of have a clean slate and really make some wholesale changes that was much tougher to make. And adjusting the price positioning of the clubs was one of those major things. For the most part, most of the clubs are in the right price point, in my opinion. I think maybe 20%, 25% of our clubs will have further opportunity to have the rack rate up a little bit in the next six months to 12 months. But the bulk of the price changes have been made, and we really like the way the balance of revenues coming from that, the engagement of the membership from that. We really like the experience that the club can provide based on really curating, all right, this club should have 6,500 memberships, not 9,500 memberships. But at 6,500 memberships, we will have more engaged customers. So all of those have been balanced out. I would say probably 80% of the work is complete, 85% is complete. It will be going to the markets that we have been behind in executing our own play with excellence. So we have to deliver the experience the customer is super thrilled with, and then you have the price opportunity to adjust the price because that's become secondary. But bulk of the price adjustments have been made. The difference is now is that we still have a significant amount of members who are paying below that rack rate, which we have repeatedly also explained we would not be taking them up to the full rack rate all at once. It will be just a little bit over years, and that creates loyalty with them. Lower attrition rates also provide revenue growth opportunities to the club.