00:42 - Churn starts when engagement fades and the habit of showing up quietly breaks.

01:10 - Most members drift away through inactivity until canceling feels easy.

01:35 - People respond when they feel seen rather than sold to.

02:01 - A short email with no agenda creates more impact than long explanations.

02:26 - The message arrives before a decision has been made, replacing pressure with awareness.

02:43 - This approach has been tested across many years and thousands of members. 

02:59 - Clear feedback and friction free exits improve the business without damaging trust.

03:21 - The most valuable moment is when engagement first drops.

03:39 - Recurring revenue only works when people stay.