If you’re a wellness practitioner thinking about creating a digital offer, you’ve probably noticed one thing: Everyone is very excited about digital offers, like memberships, courses, and programs.
And everyone has a different opinion about which one is “the best.”
Here’s the thing no one talks about enough:
👉 They all work differently behind the scenes.
👉 They all require slightly different tech setups.
👉 And the “best” option? Is the one that makes your life easier.
So if you’re trying to figure out which format is right for you (and you don’t want to spiral–who does?), this is your low-pressure breakdown.
Let’s take a little stroll through what each format actually looks like to run.
🌿 Memberships
What it is:
An ongoing offer where members get access to content, community, or both—usually on a monthly, quarterly, or yearly basis depending on how you want to run it.
Why people love them:
They’re flexible, often more accessible for various budgets, and they offer recurring revenue. As well as give people a glimpse of what it’s like to work with you should they need more 1:1 support down the road.
What’s happening behind the scenes:
- Recurring payment logic (and failed payment handling)
- Automated onboarding sequences
- Content delivery (monthly? rolling? structured?)
- A plan for what happens when someone cancels or upgrades
- Possibly community tools, check-ins, or member directories
What makes them tricky:
If the tech isn’t set up well, things can fall through the cracks. People get lost, miss emails, or lose access when they shouldn’t. It’s all fixable—but it does take planning to proactively handle those issues.
📚 Courses
What it is:
A structured, usually self-paced learning experience. Like “here’s the process, here’s how you learn it”
Why people love them:
People love courses because they can go through them on their own time and not feel like they’re behind. For you, the creator, it’s evergreen and repeatable which doesn’t require you to be on all the time. You can record once, deliver forever.
What’s happening behind the scenes:
- One-time payment or payment plan setup
- Content hosted in modules or lessons
- Optional drip scheduling (unlock lessons over time) – you don’t usually see that in an evergreen course but it’s an option
- Completion tracking (sometimes)
- Maybe a feedback form or certificate at the end
What makes them easy:
They’re great if you want a simpler setup that doesn’t need constant updates. Once it’s built, your tech can do most of the heavy lifting. You’ll want to go in and update the content as needed but otherwise, it’s just there and usually available to purchase at all times.
🌀 Programs
What it is:
A hybrid of structured content + live interaction. Often cohort-based or time-bound. So you set a specific start and end date and people go through it together.
Why people love them:
You get to show up live and guide people through a transformation in real time. Perfect if you like high-touch offers but don’t want to offer 1:1s forever. People who need said transformation often like having the accountability and the deadline to get it done. The peer support is also helpful.
What’s happening behind the scenes:
- Time-based automations (start dates, call reminders, replays)
- Group call scheduling and Zoom/meeting links
- Bonus content or check-ins between sessions
- Possibly separate registration flows for each new round
What makes them effective:
They feel intimate and intentional—but they do require a little more backend coordination to keep everything running smoothly.
Wait—what about digital products?
Great question.
Templates, toolkits, pre-recorded workshops, and one-off downloads are amazing starting points. They’re low-lift and often need:
- A checkout page
- A delivery email
- A simple file portal (or hosted content)
No complex setup, no ongoing delivery—just clean, direct access. You can set it up similarly to an evergreen course if you already have a portal for other offers so it’s just there and ready to access when purchased.
So … how do you choose?
There’s no quiz or personality type that’ll spit out a perfect answer. And I say that as someone who has a quiz that will guide you toward the best option for you. 😅
But there are some questions you can ask, like:
- What kind of delivery feels sustainable for me?
- Do I want to show up live—or not?
- Am I okay with updating things monthly?
- What feels easier on my nervous system?
And most importantly:
What would be easiest to maintain on a low-energy week?
Because we all have those days/weeks/months so you want to make sure that whatever you choose, is sustainable during those times too.
If you’re in the early stages, it’s totally fine to be unclear. But understanding how each format functions can help you stop second-guessing your choice every other week.
TL;DR:
Membership
Best for ongoing support and flexible teaching
BTS: needs more systems + structure
Course
Best for clear step-by-step teaching
BTS: simple, evergreen, easy to automate
Program
Best for cohort-style learning with live support
BTS: high-touch, time-based flow
Digital Product
Best for quick wins, low-lift delivery
BTS: checkout > email > done (basically)
If this gives you a little clarity, awesome–that’s what I was hoping for. And if you still feel like “I just want someone to tell me what works best and then build it for me,” well … that’s kinda my whole thing.
A Membership Tech Blueprint is waiting for you whenever you’re ready. And from there, we can explore the idea of me building the whole thing out for you. 💛
