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      "text": "CAC and New Member Acquisition (000s)\n$100\n$90\n998\n$80\n$70\n703\n$60\n5% Y-o-Y Growth\n715\n800\n739\n587\n$50\n600\n(31%) Y-o-Y Improvement\n$40\n$30\n$30\n$24\n$20\n$17\n$16\n$20\n200\n$10\n$0\n0\n2Q22\n3Q22\n4Q22\n1Q23\n2Q23\nNew Member Acquisition (000)\nCAC",
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      "text": "Excluding $1.4mm of marketing spend outlined above, CAC in 2Q23 would have been $18 or 15% higher than 1Q23 as we ramped acquisition by 26%.",
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      "text": "CAC improved 31% Y-o-Y: we acquired 5% more Members for 28% less marketing spend. Excluding $1.4mm of spend related to brand refresh and TV/radio creative assets which began airing in 3Q23, CAC improved 38%.",
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      "kind": "paragraph",
      "text": "We expect marketing spend in 2H23 to remain at comparable levels to 1H23, albeit modestly front-end loaded. We sequence marketing spend to capitalize on favorable seasonal trends in order to optimize returns on investment.",
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      "text": "Note: See Glossary for the definition of Customer Acquisition Costs",
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