ave saw HUGE success running NIKE Aventure Club. At Nike, Dave and his team used an equation: retention = focused acquisition + frictionless service + surprise & delight. While it’s true and important that subscriptions offer rational benefits like convenience, access, and curation by unlocking the emotional needs and desires of the end-user subscription companies can reap oversized rewards in terms of engagement, retention, and referrals. Their member experience team sourced insights into what offers and experiences could maximize surprise & delight and that lead to NPS = 80, 3-day voluntary user churn = 4%, and an 18-month member lifecycle.