Intelligent Pricing That Optimizes Retention & Sales
Does your pricing page feel like this? Uh. Oh.
If you've ever looked at your pricing page and felt a twinge of “Is this too much?” or “Should I offer more discounts?”—you’re not alone. But let’s be clear: pricing isn’t guesswork. It’s strategy. And when you dial it in right, it becomes one of the most powerful tools for retention, revenue, and a happy studio culture.
Let’s break down exactly how to price your memberships so they support your business and serve your people.
Start with the End in Mind
Begin your pricing audit with the end in mind
Before you slap a price tag on your life-enhancing, soul-affirming in studio services, zoom out. Ask yourself:
What revenue goal am I working toward each month?
How many members do I want to serve at once?
What kind of community and experience am I building?
These aren’t fluff questions—they anchor your pricing in reality. For example, if your revenue goal is $20K/month to cover payroll and rent, and you can handle 100 active members in your space and schedule, your average monthly membership needs to be around $200. From there, you can build out tiers with intention and a dose of reality.
Ditch the One-Size-Fits-All Mentality
Not all members are created equal—and that’s a good thing. A well-structured pricing model has layers:
Unlimited memberships for your ride-or-dies, the people who come 2 or more times per week. This is the best deal on a per session basis and everything else is priced based on this.
Class packs for your steady but not frequent crew, the people who come 1 time per week or less.
Drop-ins for the dabblers, curious first-timers, or the commitment phobes.
Intro Offers for new clients to try you out in a supportive way.
Each tier should have a purpose and a pathway. You’re not just offering “options”—you’re creating a journey.
Pro tip: Your best offer shouldn’t be the cheapest. It should be the clearest value. Unlimited memberships should feel like the obvious choice for committed clients—not only because it’s cheapest per session, but because it’s worth it.
Price Based on Value, Not Insecurity
Always lead with value in all your studio decisions
So many studio owners undercharge because they’re afraid people won’t say yes. Here’s the truth: some people won’t say yes—and that’s fine. You’re not here to be the cheapest option. You’re here to deliver transformational experiences that are worth the investment.
Instead of asking, “What would people pay?” ask, “What is this worth based on the results, access, coaching, and community I provide?” and “what do I need to charge based on my expenses?”.
Remember: if you’re solving a meaningful problem, pricing is just part of the solution.
Use Anchor Pricing to Show the Value
Ever wonder why that $149/month membership feels like a deal next to the $249 premium tier? That’s anchor pricing in action. When you lay out your offers side-by-side, don’t just list features—highlight the outcomes.
Position your pricing so your ideal option stands out clearly. If everyone is choosing the same plan, that’s a good sign your structure is working.
Audit Often, Adjust Confidently
You got this
Pricing is not a “set it and forget it” deal. If you’ve been charging the same rates for 3+ years while your costs, experience, and offerings have evolved—you’re overdue for an adjustment.
Schedule quarterly pricing audits. Track:
Conversion rates
Retention across tiers
Feedback from your members (and staff)
Then make changes like a CEO—not like someone crossing their fingers.
Bottom line? Your pricing should reflect your studio’s value, support your growth, and make it easier—not harder—for clients to commit. Stop overthinking it. Start owning it.
You’ve got this.
👉 Want a plug-and-play pricing audit worksheet to help you do this?