The PATH Model: How to Build Courses and Memberships That Get Results
Feb 02, 2026Most course creators and coaches build the content first.
They record modules, upload lessons, add a community, and call it a membership.
Then they wonder why:
- sales pages feel hard to write
- people don't finish the course
- members churn after the first month
- support gets flooded with "Where do I start?"
The real issue is simple.
There is no PATH.
A PATH is the clear journey from where your client is now to where they want to go, with the steps in between. It is the backbone of your messaging, your product structure, and your member retention.
If you don't build the PATH, your members create their own. That usually looks like confusion, overwhelm, and drop-off.
What is a PATH?
A PATH is a visible, step-by-step route that answers three questions:
- Where am I right now?
- Where am I trying to get to?
- What are the steps to get there?
It is not "more content".
It is a roadmap that makes progress feel obvious.
A good PATH works in two places at the same time:
- Marketing: your sales page and conversations become clear and specific
- Delivery: your course or membership becomes easy to follow and complete
Why Most Memberships Struggle Without It
When there is no PATH, you get predictable problems:
- Random content library: people browse, feel behind, and quit
- Weak messaging: you can't explain what changes, so people don't buy
- No quick wins: members don't feel progress early
- Higher churn: without milestones, there is no reason to stay
- More rebuilds: you keep adding things instead of fixing the journey
This is why "just create more content" is rarely the answer.
The answer is structure.
The PATH Model Framework (Use This for Any Niche)
PATH stands for Problem → Aspiration → Transformation → Habits.
This four-step model gives you a cleaner product structure and better retention.
P – Problem (Their Language)
Name the situation in the words they would use. This is where they are right now.
A – Aspiration (Their Language)
Paint the "after" state in real terms. This is where they want to be.
T – Transformation (The Journey)
This is the bridge. The plan, the implementation, the work that gets them from Problem to Aspiration.
H – Habits (The System That Keeps It Working)
This is where retention lives. The momentum that keeps progress going.
If your membership doesn't include Habits, churn will always be higher than it needs to be.
How to Turn a PATH into a Course or Membership Structure
If you run Kajabi, the simplest structure is:
- One product
- Four categories (one per PATH step)
- A "Start Here" category that explains the journey and gives the first quick win
- Weekly check-ins that match the step the member is in
Build It Like This
1) Start Here
- What this programme is
- Who it is for
- How the PATH works
- The first 30-minute quick win
2) PATH Categories
- Category 1: Problem (understand where you are)
- Category 2: Aspiration (get clear on where you're going)
- Category 3: Transformation (the plan and the work)
- Category 4: Habits (build the system that keeps it working)
3) Milestones
At the end of each category, add:
- a short summary
- a checklist
- a "what to do next" lesson
4) Momentum
Add a simple rhythm:
- weekly prompt
- one progress tracker
- monthly reset session
This is how you reduce "Where do I start?" and increase completion.
Why the PATH Improves Your Sales Page and Your Conversions
A PATH gives you ready-made messaging:
- Problem becomes your pain section
- Aspiration becomes your promise
- Transformation becomes your method
- Habits becomes your retention story
In other words, you stop selling content and start selling progress.
Need Help with Your PATH?
If your Kajabi site feels like a collection of pages and products that don't connect, you don't need more content.
You need a PATH.
I can help you map your PATH, tighten your messaging, and build a Kajabi setup that moves clients from Problem to Aspiration, step by step.
Andy Brown, Verified Kajabi Expert, coach, and builder of smart systems for coaches and training companies.
If you're growing an online coaching business, I can help you scale without the stress.
FAQ
What is a PATH in a membership?
A PATH is the structured journey members follow from their current Problem to a clear Aspiration. It turns a content library into a guided experience.
What does PATH stand for?
PATH stands for Problem, Aspiration, Transformation, and Habits. It's a four-step framework for building courses and memberships that actually get results.
Why do members churn in online memberships?
Common reasons are lack of direction, no quick wins, and no progress milestones. A clear PATH reduces all three.
How do I build a PATH in Kajabi?
Use one product with a "Start Here" section, then organise content by PATH steps. Add checklists and a "what's next" lesson at the end of each step.
Can a PATH improve sales conversions?
Yes. It makes your offer easier to explain, easier to trust, and easier to picture. Clarity sells.
