How to create the price list for my gym classes. The difference between subscriptions and credit packages.
Let’s take the example of a fitness center that offers, in addition to the weight room, a series of classes such as the following.
Single class prices: *
- Yoga: 15 euro
- Online Yoga: 8 euro
- Pilates: 18 euro
- Total body: 12 euro
- Zumba: 12 euro
(*The above prices are for illustrative purposes only and are not intended as suggestions, as they depend on numerous factors not considered in this article).
The most common pricing options I encounter when discussing with BookyWay clients usually include two or more of the following:
- Full subscriptions covering all classes for specific periods (monthly, quarterly, etc.).
- Subscriptions to one or more specific classes, also for set periods.
- Subscriptions for different time slots.
- Purchase of specific class packages (often with an expiration date).
Each of these options has its advantages and disadvantages for both the client and the gym owner, so it’s not correct to claim that one method is universally better than another.
However, in this article, I want to propose a single method that we have been studying and testing for several years with numerous centers, which has led in most cases to increased revenue:
Purchasing a credit package to enroll in any activity
Advantages we’ve observed:
1. Simplification of the gym’s price list
Clear offerings are crucial for potential clients. Offering multiple solutions isn’t always the best choice.
2. Clients can attend a single class by purchasing a minimum number of credits
Often, when asked why they don’t allow single class purchases, gym owners respond that clients prefer subscriptions or packages to save money. However, they might not realize that some potential clients are willing to pay more to try a single class, and by not offering this option, they might lose these leads without understanding why.
3. Clients can enroll in any activity with their credit package.
This offers several benefits:
- Clients may be inclined to purchase more credits at a discount, knowing they can try different activities if they don’t enjoy their initial choice.
- Clients can participate in new activities added to the schedule without making additional purchases.
Obiezione: “ma al mio cliente interessa solo il pacchetto di Yoga.” Bene! In tal caso acquisterà un pacchetto utile per iscriversi solo allo Yoga, ma perché dovrei impedirgli – con i suoi crediti – di iscriversi ad altre lezioni? Se ad esempio dopo le prime lezioni si accorgesse che lo yoga non fa per lui? O non gli piacesse l’insegnante? Ecco che obbligarlo a partecipare a quelle lezioni o, peggio, decidesse di rinunciare a dei crediti acquistati questo obbligo risulterebbe certamente una scelta sbagliata.
4. Managing open days by collecting leads
Instead of offering free classes, collect potential client data by loading credits into the app in exchange for their information. See more on open days in this article
I also suggest not assigning an expiration date to credits but making them valid for the entire season. Forcing clients to use their credits within a set period can be a barrier at the initial purchase stage. While setting an expiration is understandable, encouraging clients to participate in prepaid classes and engage with the gym community is a better approach than making them feel obligated to attend to avoid losing money.
This pricing method doesn’t necessarily exclude the possibility of also offering subscriptions. For those who only offer subscriptions, testing this system and observing short-term results with both existing and new clients could be beneficial.
See how credits work in BookyWay!
The author, Luca Zivelonghi, co-founder of BookyWay, conducts seminars (in-person and online) to explain the process of customer retention and acquisition through booking and payment systems combined with marketing, branding, and SEO techniques.
For 27 years, his main activity at his communication agency was studying advertising campaigns, launching new products, and marketing projects for numerous multinational companies.
See his full profile here
