Stop Leaving Money on the Table: Gym Pricing Strategies That Actually Work

Pricing Isn’t Just Math—It’s Strategy

At Zen Planner, we help thousands of gyms and studios improve profitability. Yet many are still undercharging or relying on outdated pricing models that hurt long-term growth. Whether you’re considering raising rates, adopting new billing models, or debating pricing visibility on your website, your pricing strategy is your profit strategy.

Raising Rates: When, Why, and How

The fear of losing members holds many gym owners back from raising rates. However, gyms in our community show that transparent, value-driven increases don’t hurt retention.

Best practices include:

• Give at least 30 days’ notice
• Explain the reason (e.g., rent hikes, new equipment, staff development)
• Reinforce added value

Some top-performing gyms use member focus groups to preview pricing changes before launch. Transparent communication—whether through letters, flyers, or personal outreach—builds trust.

Book a demo and ask for our Pricing Strategy Toolkit, including a pricing letter template and checklist. 

Rethinking Monthly Billing: Why 28 Days Might Be Smarter

Switching from monthly to 28-day billing creates an extra payment annually, without raising rates. It’s a subtle change with a big impact on your bottom line.

The math:

• Monthly: $150 x 12 = $18,000
• 28-day: $150 x 13 = $19,500

That’s $1,500 in additional revenue per member, per year—just by aligning your billing cadence with how people actually use your services.

Why it works:

• Better aligns with actual service usage
• Matches fixed operational costs
• Coordinates with member pay cycles

Zen Planner makes it easy to test, adjust, and implement new billing structures—so you can explore smarter strategies without the hassle.

Should You Put Pricing on Your Website?

It’s one of the most common questions—and the answer depends on your goals. Here’s how to decide what’s right for your studio:

Yes — if:

• You have a steady, high-quality lead flow
• You want to pre-qualify leads

No — or partial — if:

• You’re focused on volume growth
• Your service needs detailed explanation

A Balanced Approach:
List starting rates (e.g., “Classes from $7/session”) and gate full pricing behind an opt-in form. This keeps curiosity high and gives your team a chance to build value before price becomes the focus.

Zen Planner’s Engage websites have driven:

• 14% lead conversion on pricing pages
• Better, value-based sales conversations

The key? Meet your audience where they are—offer just enough to spark interest, then follow up with a personalized touch.

Offer More Value with Hybrid Memberships

Today’s members want more than just access—they want support, personalization, and results. Hybrid memberships let you deliver all of that while increasing revenue and deepening engagement.

How a hybrid membership plan works:

• Base: Unlimited classes – $150/month
• Add-ons:
  • Nutrition coaching – $50
  • Monthly personal training – $75
  • Seminar access – $25

Bundling these into a middle-tier or premium membership increases revenue and enhances member experience. It creates a win-win: members feel supported with a comprehensive wellness experience, and your coaches benefit from new income opportunities.

Why it works:

• Increases average revenue per member
• Builds stronger coach-client relationships
• Adds flexibility for members with different goals
• Makes your studio stand out with total support—not just workouts

Flex Fees: Offset Transaction Costs, Keep More Revenue

Most gyms lose 3–4% to card processing fees. Flex Fees let you transparently pass that on to members, without cutting into your margins.

How it works:

• Membership: $150
• Flex Fee (3%): +$4.50
• Total: $154.50
• You keep: $150

For 100 members, that’s $5,400/year recouped.

Why it works:

• Members are used to seeing processing fees—especially when it’s explained up front.
• Zen Planner clients report minimal to no pushback when the fee is clearly communicated.
• You stay fully transparent while protecting your bottom line.
• It’s a simple way to grow net revenue without raising base prices.

Flex Fees are a smart move for sustainable growth—and Zen Planner makes them easy to implement and manage.

Final Word: Small Pricing Changes, Big Revenue Wins

A few smart adjustments to your pricing strategy can unlock serious gains—with no need to add a single new member.

Strategic pricing can help you:

• Improve retention
• Boost cash flow
• Raise perceived value
• Offset fees
• Add thousands in revenue—no new members required

Pricing isn’t just a numbers game—it’s your fastest path to growth.

Ready to Build a Smarter Pricing Strategy?

📅 Book a Demo to:

• Unlock Flex Fees
• Get our Pricing Strategy Template + Calculator
• Explore Zen Planner’s all-in-one gym software

Zen Planner is built by fitness pros, for fitness pros. Whether you run a martial arts academy, CrossFit box, or personal training gym, we’ve got the tools to help you thrive.