I recall an extremely successful startup from 2000 years ago that attacked this problem, and continues to this today. It's greatest competition is from all the otehr startups of the past 2 decades ;-)
The other possibility is to make dues-free fraternal organizations. Churches are payment-optional so why not payment-optional frats? Say dues payment halves bar prices (and no-dues prices are somewhat uncomfortably high).
It's non-religious rather than atheistic.