For partners · Asheville, NC
Create an offer people will actually use.
Be Well Passport is built around one simple idea:
Give Passport holders something worth leaving the house for.
A Passport offer should feel meaningful, easy to understand, realistic for your business to honor, and genuinely worth using. The Passport isn't meant to be a collection of ordinary coupons.
A strong offer is:
- meaningful enough to motivate someone to visit
- simple to understand
- realistic for your business to honor
- appropriate for the season
- easy for your staff to fulfill
- meaningfully different from your normal public promotions
Your offer doesn't need to be final. Tell us what you're considering, and if your business is selected, we'll work with you to shape a strong Passport benefit before it goes live.
Winter Wellness Season 2027 runs January 1 – February 28, 2027. Your offer needs to work for you across that whole window, subject to any capacity or scheduling restrictions you state on your application.
We prioritize and highlight significant offers. Standout offers may be chosen as featured experiences.
What makes a great Passport offer this season
This first season, we're hoping for offers that make trying something new feel easy, affordable, and exciting. Here's what tends to work best. It's a guide, not a rulebook, and we'll shape the right offer with you.
Offers we love to feature
- A complimentary experience
- Several free classes or visits
- 50% off a first session
- A compelling fixed-price introduction, like a $20 intro session
These are examples, not requirements. Every business has different costs and capacity, and a great offer is one you can honor happily.
How this fits the guidance below: each kind of business has an ideal offer and a preferred target, such as about 50% off for recovery or roughly 15–20% off for retail. These are what we hope for. An offer below the preferred target isn't automatically accepted or turned away: our team reviews it individually and approves it explicitly. Whatever the discount, a Passport offer should still give holders something better than your regular public promotion.
Meaningful value, not just a percentage
Smaller discounts can qualify when they provide meaningful value. We consider the savings, the customer's remaining cost, and any required commitment.
No package or membership needed
We prefer an introductory offer that doesn't require buying a package or joining. It makes trying you simple. A discount on a follow-up package is a lovely extra for people who fall in love with what you do.
Something beyond what's already public
Passport holders should get a little more than anyone could find on your website or social media: a better price, a useful add-on, extra time, or another benefit that's meaningfully theirs.
A sales consultation on its own isn't quite enough
A standard free consultation is mostly about the next sale, so it isn't a compelling Passport experience, even with a generic plan attached. An assessment, first session, or personalized plan works when it has real standalone value: something useful a person keeps even if they never buy anything else.
You don't have to give your time away
If your time is your product, you don't need to offer a full one-to-one session for free. A shortened introduction, a credit, or an off-peak session can be just as inviting.
Examples that work
Illustrative examples only. Prices and session lengths are made up to show the shape of a good offer, not amounts to match. Every business sets its own. Each includes an alternative offer that works too.
Group fitness Illustrative
- Typical public offer
- First class free for new students (1 class)
- Passport version
- Three classes for $10 total (regular price $20 per class), no membership needed.
Alternative offer: Two complimentary classes plus a complimentary 15-minute recovery add-on, no membership needed.
Three visits instead of one let someone meet the instructors, the community, and the room, which is what turns a visitor into a regular.
Individual coaching Illustrative
- Typical public offer
- Free 15-minute discovery call
- Passport version
- A 45-minute introductory session at 50% off (regular $120, Passport price $60), ending with a written, personalized plan you can use on your own. No package required.
Alternative offer: A 30-minute introductory session for a fixed $30 (regular $60).
It's a real session with standalone value, not a sales call. A discount on a follow-up package is a welcome extra for people who want to continue.
Massage & bodywork Illustrative
- Typical public offer
- 10% off a first 60-minute massage. Public introductory price: $90 (normally $100).
- Passport version
- A 45-minute introductory massage for $40 (regular $80, so 50% off).
Alternative offer: A $30 credit toward a 60-minute massage normally priced at $100. Passport price: $70; public introductory price: $90.
A shortened session or a credit protects your time while making a first visit clearly better than the everyday discount.
Sauna & recovery Illustrative
- Typical public offer
- $5 off a 45-minute sauna session ($35 becomes $30)
- Passport version
- A complimentary first 45-minute sauna session (regular $35).
Alternative offer: A 45-minute sauna session for $15 during off-peak hours (regular $35).
Off-peak windows fill quiet hours and cost little to honor. A discount on a visit pack is a nice follow-up.
Make it Passport-exclusive
Your Passport offer should give holders something they can't normally get just by visiting your website, your social media, or a standard public promotion. It doesn't have to be permanently exclusive forever, and you're free to keep running your other promotions — but it should be meaningfully better or different from your everyday public offer, not simply identical to it.
Public offer10% off
Passport version20% off — or 10% off plus a meaningful add-on
Public offerFirst class free
Passport versionThree classes — or a first class plus a recovery experience
Public offer$10 off a massage
Passport versionA $25 credit — or the discount plus a sauna or recovery add-on
Public offerHappy hour special
Passport versionA Passport-only wellness drink, item, tasting, or bundle
The application asks whether your Passport offer is based on a promotion you already run publicly. Saying yes is completely fine — we just want to talk through what makes the Passport version worth more.
Guidance by kind of business
Different businesses have different economics, so the shape of a strong offer differs too. For each kind of business below there's an ideal offer and a preferred target. They're planning guidance for the conversation we'll have with you, not contract terms and not a fixed catalog. An offer below the preferred target is reviewed individually by our team and approved explicitly; it doesn't automatically qualify, and it isn't automatically turned away. Find the group that sounds most like you; they cut across the six pillars rather than replacing them.
Gyms & group fitness
Gyms, yoga, Pilates, dance, group training, martial arts, movement studios.
- Ideal offer
- 2–3 complimentary classes or visits
- Preferred target
- 1 complimentary class plus a meaningful second-visit incentive
Strong examples
- 3 yoga classes
- 2 classes plus a sauna or recovery session
- First class free plus a bring-a-friend visit
- 3 visits for $5
One class lets someone sample a studio. Several visits let them experience the instructors, the community, the schedule, and the room — which is what actually turns a visitor into a member.
Massage, bodywork & one-on-one healing
Massage, bodywork, acupuncture, Reiki, somatic work, physical therapy, chiropractic, therapeutic practitioners.
Practitioner time has real cost. We don't expect anyone to give away a full session.
- Ideal offer
- Roughly 20–30% in value, a meaningful credit, or a discount paired with a low-cost, high-perceived-value add-on
- Preferred target
- A meaningful introductory experience or discount that feels substantially better than your normal public promotion
Strong examples
- A $25–$30 credit toward a massage
- 20% off bodywork
- 15% off plus a complimentary sauna or recovery experience
- 50% off a shortened introductory session
- A movement assessment plus a treatment credit
Worth avoiding: a bare 10–15% discount with nothing added, especially when something similar is already public.
Recovery & self-care
Sauna, cold plunge, float, salt cave, recovery rooms, spas.
- Ideal offer
- 1 complimentary experience
- Preferred target
- About 50% off one session, or a strong bundled offer
Strong examples
- A free sauna session
- A free cold plunge
- A complimentary float
- A recovery circuit
- A free first visit during off-peak hours
Off-peak windows are welcome here — just state them clearly so a holder knows when to come.
Food & nourishment
Cafes, juice bars, healthy restaurants, meal prep, functional beverages.
- Ideal offer
- A specific complimentary item, or a meaningful bundled experience
- Preferred target
- A meaningful credit or discount that feels stronger than a standard coupon
Strong examples
- A complimentary smoothie
- A complimentary wellness beverage with a meal
- A free appetizer or healthy add-on
- 50% off a first meal-prep order
- A Passport-only meal or tasting experience
A concrete item or experience almost always lands better here than a percentage.
Outdoor & guided experiences
Hikes, trail runs, outdoor yoga, forest bathing, guided nature experiences, paddling, adventure wellness.
One of the categories that makes this place what it is — these offers tend to become the ones people talk about.
- Ideal offer
- One complimentary or deeply discounted guided group experience
- Preferred target
- A guided group experience at a meaningful discount, on dates that work for you
Strong examples
- A guided group hike
- Forest bathing
- Outdoor yoga
- A guided trail run
- An introductory outdoor wellness experience
Fixed dates, RSVPs, participant caps, and weather policies are all fine — state them and we'll set expectations with holders.
Healing arts, mind & spirit
Sound healing, breathwork, meditation, cacao, energy work, mindfulness, group workshops.
- Ideal offer
- A complete introductory experience, class, workshop, or session
- Preferred target
- A real standalone session or class, even if shortened
Strong examples
- A complimentary sound bath
- A breathwork class
- A meditation workshop
- A nervous-system reset
- An introductory healing-arts session
The offer has to stand on its own as a real experience. A session whose main purpose is selling a program isn't a Passport offer.
Retail & wellness products
Wellness shops, local products, specialty retail, apothecaries.
Inventory costs real money — cost of goods is a genuine constraint, so we're not looking for giveaways.
- Ideal offer
- A meaningful discount plus an experiential or special element
- Preferred target
- Roughly 15–20% off one purchase, when the offer is genuinely Passport-specific
Strong examples
- 20% off plus a complimentary sample
- A guided tasting
- A product demonstration
- A Passport-only gift with purchase
- A curated wellness bundle
Stay & hospitality
Hotels, inns, B&Bs, vacation rentals, wellness-minded stays.
Rate structures and parity rules vary, so these are shaped case by case.
- Ideal offer
- A wellness amenity or bundle a guest couldn't book at the public rate
- Preferred target
- A clearly stated wellness perk on qualifying stays
Strong examples
- A wellness amenity included with a stay
- Late checkout when available
- A wellness bundle or credit
- A Passport inclusion on selected stays
Retreats, workshops & special experiences
Day retreats, multi-day retreats, workshops, seasonal community experiences.
Economics vary enormously here, so we review these individually.
- Ideal offer
- A meaningful credit toward a retreat, or a complete introductory experience
- Preferred target
- Something concrete a holder can actually use this season
Strong examples
- A complimentary introductory workshop
- A meaningful credit toward a retreat
- A discounted day retreat
- A Passport-only mini-retreat
- A special community experience
Clinical and regulated providers are welcome. Keep the offer to something that stands on its own as an experience — a movement screen, a wellness education session, a recovery experience — and nothing that implies Be Well Passport validates clinical outcomes.
What every Passport offer should do
Make it Passport-worthy
It should feel like something a person would intentionally leave home to experience.
Make it meaningfully exclusive
Don't simply copy a promotion that's already publicly available.
Keep it simple
A holder should understand the benefit in a few seconds.
Be clear about restrictions
Blackout dates, off-peak hours, booking requirements, new-customer rules, and capacity limits belong in the offer, stated plainly.
You control booking
Keep using your own systems — phone, website, Mindbody, Acuity, Vagaro, walk-ins. We don't replace them.
We verify participation
You scan or verify the Passport and confirm the visit. Payment, the discount or credit, booking, and the service itself stay in your systems.
Existing customers are welcome
Unless your offer says otherwise, regulars can use it too — "new or lapsed customers only" is your choice, not our requirement.
Protect your normal operations
Capacity limits, off-peak windows, and advance booking are all reasonable. A good offer is one you can honor on a busy week.
Aim for meaningful value
Roughly $20–$25+ in perceived value is a useful planning benchmark, not a minimum. A unique $18 experience can be better than an uninspiring $30 discount.
Your proposal is a starting point
What you put on the application isn't the final Passport offer. If we move forward, we'll shape it with you before anything goes live.
Good pattern, weak pattern
The same idea, done weak and done well.
Weak: Free consultation to learn about our membership.
Better: 30-minute assessment + personalized results you keep, whether or not you join.
Weak: Free coaching discovery call.
Better: 45-minute goal-setting session + a personalized action plan you can use on your own.
Weak: 15% off supplements.
Better: Guided herbal/tea tasting + take-home sample.
Weak: 10% off anything.
Better: A specific credit, add-on, session, class, or experience with clear value.
These are examples and patterns, not exact mandated offers — every Founding Passport Partner designs their own, and we work with you to finalize it before anything is live.