VAULT

Private · Master Plan · v1.0
VAULTDIGITAL MEMBERSHIP

VAULT Digital Membership

Owner: Trill Walker (CSO) Marketing lead: Tia Dunn Founder + face: Taj Hines Doc status: v1.0, 2026-07-28 Launch: Q4 2027 alongside Charlotte flagship

1. Why a digital-only membership on Day 1

Physical club members will always be the flagship revenue driver. Digital membership is the pandemic resilience layer, the national brand builder, and the pre-franchise demand signal all in one product.

Three strategic reasons to ship on Day 1:

  1. Pandemic resilience. A 2020-scale event would flatten physical revenue. Digital sits inside 13_PANDEMIC_RESILIENCE as one of the six pillars.
  2. National + international scale without real estate. Every city that cannot host a physical VAULT for 3 to 5 years can still generate revenue and become a franchise waitlist.
  3. Talent leverage. Trill’s dance world network (Beyonce, Latto, GloRilla, Doechii, Teyana tour dancers and choreographers) makes VAULT the only wellness brand that can drop a Parris Goebel masterclass or a JaQuel Knight session in the library. That is not something Equinox+ or Peloton can match.

2. Product tiers

Basic: $29 per month

  • Full content library streaming access (not download).
  • 4 live streamed classes per week from the Charlotte flagship (pole foundations, sculpt, mobility, breathwork).
  • Community access: read-only in interest group forums.
  • Retail: 5 percent member discount on VAULT apothecary and apparel.
  • No guest passes.
  • Annual option: $290 per year, save $58.

Premium: $79 per month

  • Everything in Basic.
  • Full live class schedule streamed (up to 25 per week).
  • Download for offline on 3 devices.
  • Athlete + choreographer masterclass drops, one new title per month.
  • Community access: post + DM in interest groups, member directory opt-in.
  • Retail: 10 percent discount plus 48-hour early access to drops.
  • 1 monthly guest pass to any VAULT physical location once franchised (Y3 plus).
  • Access to a monthly virtual founders room hosted rotating between Taj, Trill, and guest instructors.
  • Annual option: $790 per year, save $158.

Corporate + team plans (custom)

  • Companies buy blocks of 25, 50, 100 seats at negotiated rates.
  • Ties to the corporate wellness B2B pillar in 13_PANDEMIC_RESILIENCE.
  • Starting price benchmark: $22 per seat per month at 100 seats.

3. Content library structure

See 02_CONTENT_LIBRARY.md for the production side. Digital membership consumes the same library the physical club uses. Tier gates on the app control what streams to which member.

Categories at launch:

  • Pole (foundations, flow, tricks, performance).
  • Strength (barbell, dumbbell, kettlebell, machine).
  • Sculpt (band, ballet-influenced, mat).
  • Cardio (dance cardio, tread, cycle-adjacent).
  • Mobility + recovery (yoga, breathwork, cold protocol coaching).
  • Wellness education (nutrition, sleep, hormonal health, longevity).
  • Masterclasses (athletes, choreographers, celebrity instructors).
  • VAULT INVITATIONAL specials (see below).

4. Live class streaming from Charlotte flagship

  • 25 slots per week live-streamed from the main floor, pole studio, and rooftop.
  • Multi-camera setup (see 02_CONTENT_LIBRARY.md), Mux for streaming.
  • Live chat during class, moderated by a member success team member.
  • Instructor interaction: shout-outs by name for Premium members.
  • Recorded and added to the library within 6 hours.

5. Recorded catalog by tier

  • Basic: 30 percent of catalog, rotating monthly. Excludes downloads, masterclasses, INVITATIONAL specials.
  • Premium: 100 percent of catalog, all masterclasses, all INVITATIONAL specials, download to 3 devices.
  • Corporate: matches Premium unless negotiated otherwise.

6. Pole tutorials by tier

Pole is the emotional core of VAULT’s brand. Content strategy here matters:

  • Basic: pole foundations only (grip, invert prep, beginner spins).
  • Premium: full pole progression path including intermediate + advanced flows, plus performance and floorwork.
  • All members: safety-first coaching, on-camera spotter and mat protocol, and clear “do not attempt without in-person supervision” gates on advanced tricks.

Instructors we target for pole content in Y1 (subject to availability + fee negotiation):

  • Kelly Yvonne (professional pole athlete).
  • Marlo Fisken (floorwork foundations).
  • Pantera Blacksmith (performance pole).
  • Ashley Hicks (fitness pole).

All bookings routed through Trill’s team and vetted with Taj before public listing.

7. Athlete + choreographer masterclasses

Trill’s dance world network is the unfair distribution advantage here. Target instructor drops for Y1 and Y2:

  • Choreography series: JaQuel Knight, Parris Goebel, Sean Bankhead, Tanisha Scott, Aisha Francis, Fatima Robinson.
  • Athlete series: Chandra Cheeseborough on speed, Simone Manuel on breath, Serena Williams on comeback (aspirational, long courtship).
  • Culture + wellness: Latham Thomas on maternal wellness, Robin Arzon adjacent voices.

Format: 45 to 75 minute session, filmed at the Charlotte flagship. Instructor gets a fee, revenue share on incremental Premium signups tagged to their launch code, and full editorial control on cut.

8. Pandemic resilience economics

Base case Y1 targets:

  • Basic: 2,500 members at $29 = $72,500 monthly = $870,000 annual.
  • Premium: 800 members at $79 = $63,200 monthly = $758,400 annual.
  • Corporate: 200 seats at $22 = $4,400 monthly = $52,800 annual.
  • Total digital Y1: approximately $1.68M annual recurring revenue.

Pandemic scenario:

  • Physical drop-in drops 50 percent.
  • Digital signups spike 3x to 5x (2020 pattern for Peloton, Alo Moves, Obe Fitness).
  • Modeled pandemic case: 8,000 Basic + 2,400 Premium + 500 corporate seats = $6.1M annual digital revenue at surge.
  • Cost side of digital scales sub-linearly. Content library is the fixed cost, streaming is variable but small per member.

This is what makes digital the resilience pillar. Physical revenue drops sharp, digital picks up hard.

9. National + international scale without real estate

Target growth curve:

  • Y1 (2027): 3,500 total digital members, mostly Southeast US.
  • Y2 (2028): 12,000, national US.
  • Y3 (2029): 35,000, add UK + Canada + Australia English-speaking markets.
  • Y5 (2031): 100,000+, add Spanish + French content library, LATAM + EU expansion.

Digital membership doubles as franchise demand data. When we see 400+ Premium members concentrated in a single metro (Atlanta, Houston, Miami, Dallas, DC), that metro moves to the top of the physical franchise pipeline.

10. THE VAULT INVITATIONAL tie-in

The broadcast IP (see 12_BROADCAST_IP, launching Y1 event Q3 2028) drops annual specials into the digital library:

  • Behind-the-scenes documentary.
  • Choreography breakdown from the featured competition routines.
  • Athlete profiles + training splits.
  • Members-only after-party stream.

Every INVITATIONAL cycle should push a measurable spike in Premium signups. Model target: 25 percent lift in Premium signups in the 30 days after each annual event.

11. Tech stack

Launched on the owned stack from Day 1 (see 03_TECH_STACK.md), not Mindbody:

  • Mux for streaming.
  • Supabase for member data.
  • Stripe for billing.
  • React Native app shared with physical club members (feature-flagged for digital-only users).
  • Cloudflare Stream as backup CDN for global reach.

Digital members and physical members share the same identity and app. A physical Studio member and a digital Premium member coexist naturally when a physical member travels or a digital member visits Charlotte on a guest pass.

12. Marketing hand-off

Tia Dunn owns the digital acquisition funnel. Key channels:

  • Instagram Reels + TikTok. Taj as face, athlete + choreographer instructors as guest talent, member testimonials.
  • Podcast + newsletter placement (targeted list to be built by Tia).
  • Partner drops with Trill’s artist roster (label-safe, one-off content moments, not paid endorsements).
  • Referral program: give one month, get one month, at all tiers.

13. Open questions

  • Freemium tier? Recommendation: no. Undermines the luxury positioning and cannibalizes Basic.
  • 7-day trial? Recommendation: yes, with credit card on file, converts at 45 to 60 percent industry benchmark.
  • Bundle with physical? Recommendation: yes at Studio and Black Card tiers, includes Premium digital at no extra charge, drives retention on the physical side.

14. Sign-off

Founder + face approval: Taj Hines CSO: Trill Walker Marketing Director: Tia Dunn