Tuesday 9th December Business Briefing

Introduction and context: The session begins early as the speaker prepares to travel to London to record a new EMD UK podcast. She reflects on travel stress, pre-pandemic routines, and juggling family and business responsibilities.

Purpose of discussion: The main focus is pricing—how fitness professionals can evaluate, adjust, and structure their prices effectively while maintaining fairness and value.

Pricing mindset: Highlights that most instructors tend to undervalue themselves, keeping prices low to attract clients. Emphasizes that low pricing often leads to overwork, burnout, and undervaluing expertise.

Value-based pricing: Encourages professionals to charge based on the quality of service, effort invested, and outcomes delivered rather than comparison with competitors.

Ecosystem perspective: Advises aligning all offerings (community classes, online programs, PT sessions, retreats) within a cohesive business model that reflects local economic realities and target demographics.

Avoiding undercharging: Points out that offering excessive value at low prices creates imbalance and resentment. Suggests maintaining boundaries and recognizing time as a non-renewable resource.

Tiered pricing strategy:

• Community classes: Keep prices reasonable but raise them gradually and consistently rather than after long periods of stagnation.

• Online programs: Potential for premium pricing due to convenience and personalization.

• PT and specialized services: Charge higher rates to reflect individualized attention.

Communication and implementation:

• Announce price changes early (e.g., before January).

• Offer loyalty options for existing clients (annual memberships, “lock-in” rates).

• Avoid unnecessary justification for price increases—state new rates confidently.

Psychological pricing: Avoid “buy 10 get 1 free” or deep discount tactics; instead, focus on professionalism, consistency, and perceived value.

Online business models:

• Memberships often face natural price ceilings due to customer expectations.

• Seasonal programs (e.g., January resets or wellness challenges) can be priced higher due to urgency and structured design.

• Value can be increased by bundling tools, AI-based resources, or personalized content.

Niche and premium services:

• Reformer Pilates highlighted as a lucrative area with growing demand.

• Exclusive, high-touch services (1-to-1 programs, posture assessments, tailored 8-week plans) can command premium pricing.

• Emphasizes investing in education, equipment, and positioning to justify pricing.

Positioning and branding: Professionals must present themselves as specialists offering transformational experiences, not generic services.

Client psychology:

• Higher-priced offerings can sometimes be easier to sell as they attract decisive, committed clients.

• Low-priced offerings often require more persuasion and customer service effort.

Luxury perception and congruence: Reminds instructors that low prices can conflict with premium branding (e.g., high-end studios). Prices should reflect the environment and service level.

Retreats and events: Should be positioned as premium experiences rather than competing on price. Focus on exclusivity, transformation, and unique value.

Decision factors for pricing:

• Local economic climate.

• Target demographic and service level.

• Personal goals (scale vs. exclusivity).

Final insights:

• If feeling underpaid or resentful, that’s a signal to adjust pricing.

• Small increases (50p–£1) are reasonable and sustainable.

• Aim for fewer, higher-quality clients rather than larger numbers at low margins.

• Encourages confidence: “We offer life-changing services—price them accordingly.”