Monday 17th August Briefing Pricing Models

Main pricing models

• Pay as you go
• Term/block bookings
• Monthly memberships
• Class-pass bundles
• Specialist/premium courses
• Hybrid models combining several options
• There is no single best model; it depends on your clients, location and class schedule.

Pay as you go

• Makes it easy for new customers to try a class.
• Particularly useful when clients have unpredictable work or family schedules.
• Can be combined with advance online booking.
• Consider a 24–48 hour cancellation policy.
• Main disadvantage is unpredictable income and attendance.
• Numbers may fluctuate with weather, holidays and other events.
• Some older clients still strongly prefer paying cash.

Block/term bookings

• Examples include 4-, 6-, 8- or 10-week blocks.
• Payment upfront creates more predictable cash flow.
• Encourages consistent attendance.
• Helps create a stable group atmosphere.
• Works particularly well for Pilates and programmes with defined outcomes.
• Decide clearly what happens when someone misses a class.
• Some instructors offer another available class or send a recording instead of refunds.

Class passes

• Offer options such as:
  • Single class
  • 3-class pass
  • 5-class pass
  • 10-class pass
  • 15- or 20-class pass
• Give a small discount for larger bundles.
• Encourage upfront payment while retaining flexibility.
• Particularly useful if you run several classes each week.
• Limit the number sold if oversubscription could become a problem.

Monthly membership

• Charge a recurring monthly amount for access to specified classes.
• Provides predictable recurring revenue.
• Could combine face-to-face classes with online workouts or recordings.
• One drawback: members may reserve multiple classes and then fail to attend.
• A clear cancellation/no-show policy is important.

Hybrid approach

• Combine block booking with higher-priced pay-as-you-go spaces.
• Example:
  • Regular clients purchase the term/block.
  • Remaining spaces are offered pay as you go.
• During school holidays, switch temporarily from term bookings to pay as you go.
• This allows new customers to try classes without committing to a full course.

Personal training and Reformer

• Consider selling PT as packages rather than individual sessions.
• Example discussed: 3 one-to-one Reformer sessions for £99, used within one month.
• Reformer example:
  • £20 single class
  • £18 per class when purchasing a 3-class bundle
• Use a WhatsApp group to quickly refill cancelled spaces.

Specialist classes

• Smaller specialist programmes can justify higher pricing.
• Examples include:
  • Fitness Pilates courses
  • Small-group training
  • Reformer
  • Structured 6-week programmes
• Price according to the value and specialist nature of the service rather than simply matching general local fitness classes.

Calculate your minimum viable price

Include:

• Venue hire
• Travel
• Insurance
• Marketing
• Administration
• Payment/booking fees
• Teaching time
• Desired profit
• Minimum participant numbers

Don’t automatically compare with gyms

• A client’s weekly class spending may equal a premium gym membership.
• However, clients may value your specific classes, personal attention and community more than facilities such as pools, spas or gyms.
• Price according to the experience and results you provide.

Online membership

• Example discussed: £37 monthly subscription.
• Other options include:
  • Annual membership
  • 12-week membership
  • 4-week trial
• A half-price 4-week introductory offer was reported as particularly successful for converting new online customers.

Key takeaway

• Review your pricing structure, not just the actual price.
• A combination of pay as you go + discounted class passes + structured blocks/memberships can provide customers with flexibility while improving your cash flow.
• Use clear booking and cancellation rules.
• Regularly calculate whether each class remains genuinely profitable.