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Andrew Wallis

Free tool

Price rise calculator for gyms and studios

Worried a price rise will cost you members? See how many you could lose and still be better off. It's usually more than you think.

Before you start: what you'll need
  • How many members will pay the new price. Everyone on the membership or package you're raising.
  • What they pay now, and the new price you have in mind, per month.
  • An honest guess at how many might leave because of it. Think of names, not percentages: who would really go?

1. Your price rise

Your members

2. What it's worth

3. Raise your prices well

Four steps that keep members on side

  1. Tell members personally first. A word in the studio or a personal message, then the details in writing. Give at least a month's notice.
  2. Explain why. What you've added or improved, and what it costs to keep coaching to a high standard. Members who feel the value rarely mind paying for it.
  3. Thank loyal members. Keep current members on their rate for a few months, or until their commitment ends, while new members pay the new price straight away.
  4. Check attendance before you worry. The members most likely to leave are usually the ones who rarely come. Get in touch with them first: the member loss calculator shows what keeping them is worth.

How the sums work

The extra income is the rise multiplied by the members who pay it. How many you could lose is the point where fewer members at the new price bring in the same as everyone at the old price.

The figures leave out what you save when there are fewer members to coach, so the real picture is usually better than this.

  • Most gyms undercharge. The Two-Brain Business State of the Industry report (opens in a new tab) puts it simply: it's usually easier to earn $10 more from every client than to get 10 more clients.
  • What gyms earn per member: in the same report, the typical gym earns about $159 a month per member for group training, $240 for small group and $283 for one-to-one (in US dollars).

A price rise also raises your margins. Check them with the free margin calculator.

Figures are estimates to help you plan, not financial or tax advice. Nothing you enter is saved or sent anywhere.

Talk your price rise through on a call