Pricing is one of the hardest decisions a studio owner makes. Too high and you scare off new members. Too low and you cannot pay rent. Here is a practical framework.
Start with your costs
Calculate your monthly overhead: rent, utilities, insurance, software, staff. Divide by the number of classes you run per month. That is your cost per class. Your average class revenue needs to exceed this — ideally by 2–3x.
The pricing ladder
- Intro offer — 3 classes for $49 or 2 weeks unlimited for $39. This is your acquisition tool. Price it below cost. The goal is conversion, not profit.
- Drop-in — $25–$40 per class depending on your market. This is your highest per-class price. It makes packs look like a deal.
- Class packs — 10 classes for $220–$280. 20–30% discount vs drop-in. This is where most studios make their money.
- Unlimited membership — $45–$65/week or $180–$260/month. Best for members who attend 4+ times per week. This is your retention tool.
Don't compete on price
If you are running a boutique studio, you are selling an experience — not access to equipment. Price for the experience. A reformer Pilates class in Bondi can charge $45 because the experience justifies it.
Software matters here
Your software needs to sell all of these pricing tiers seamlessly — intro packs, drop-ins, class packs, and memberships — with automatic usage tracking, expiry management, and renewal prompts. KOLLABO OS does this with zero transaction markup on any payment. See how.