Reading time
3 min
Why Simple Pricing Matters
Yet too many studios create price lists that look like restaurant menus: Bronze, Silver, Gold, Platinum… packs, unlimiteds, half-unlimiteds, and hidden add-ons.
What happens?
- New clients hesitate instead of buying.
- Trainers spend time explaining prices instead of welcoming people.
- Members second-guess if they’re on the “right” option.
Confused people don’t buy — or they churn faster. Simplicity makes it easy to join and easy to stay.
A Framework for Choosing Prices
1. Start with Three Options
- Trial – A clear, low-friction entry point (e.g. €20 for 2 classes or €49 for 2 weeks unlimited).
- Pack – For casual visitors (e.g. 10 classes for €150).
- Subscription – Your core offer for regulars (e.g. €129/month for 2 classes per week, €159/month for unlimited).
That’s it. Most clients will choose subscription once they see the value. Packs exist as a bridge for hesitant clients and to capture occasional users without discounting your memberships.
2. Anchor Around Behavior, Not Just Price
Ask: how often does your ideal client want to train?
- Light users – 1x per week (offer a lower subscription, e.g. €79/month).
- Core users – 2x per week (your main subscription, e.g. €129/month).
- Superfans – Unlimited (a premium tier, e.g. €159–179/month).
This way, every client finds a natural fit.
3. Packs Should Be More Expensive per Class
A 10-pack should cost more per class than a subscription. Example:
- Subscription 2x/week → ~€16/class
- 10-pack → €18/class
This nudges people toward subscriptions, which are better for retention and cash flow.
4. Keep the Math Easy
Round numbers beat awkward ones. €129 feels simpler than €127. €150 feels cleaner than €147. If your trainer has to pull out a calculator mid-conversation, you’ve already lost momentum.
Example Price Setup for a Studio
- Trial: €39 – 2 weeks unlimited
-
Subscriptions:
- 1 class/week → €79/month
- 2 classes/week → €129/month
- Unlimited → €169/month
-
Packs:
- 5 classes → €95
- 10 classes → €180
The Impact
Studios that simplify pricing often see:
- 20–30% more trial conversions (because clients don’t get stuck choosing).
- Lower churn (because clients are on the right plan for their habits).
- Less admin time (because staff explain pricing in 30 seconds, not 10 minutes).
Think of pricing as your silent salesperson: the clearer it is, the more people say yes.
Next Step
Audit your price list today. If it has more than three core options, strip it back. Start with Trial + Pack + Subscription and test those numbers.
Your clients will thank you — and your revenue will reflect it.
Steve Brewer
@svpersteveLast updated 03 Sep 2025