We’ve spent years working closely with gyms, health clubs, and boutique studios—across regions, business models, and stages of growth. And if there’s one truth we’ve learned, it’s this: pricing isn’t just a finance decision. It’s a marketing tool, a positioning tool, and ultimately, one of your most powerful levers for profitability and growth.
If you’re setting your gym’s pricing for the first time or thinking about adjusting it, this blog is here to help you do it the right way.
- Popular Gym Pricing Models: Discover different pricing options like monthly memberships, tiered pricing, and class packs. We’ll show you how gyms like Planet Fitness, Orangetheory, and Equinox use these models.
- Factors That Affect Your Pricing: Learn how things like your location, your gym’s services, and your local competition can impact your pricing decisions.
- How to Launch Your Pricing: Tips for introducing pricing in a way that excites new members, such as early-bird discounts and loyalty perks.
- Pricing Psychology Tips: Simple, effective strategies like using tiered pricing or offering bundles to make it easier for members to choose the right plan.
Whether you’re just launching or optimizing an existing business, this blog will help you evaluate every angle before you decide on how much to charge—and why. Let’s dive right in.
7 Popular Pricing Models Used By Gyms Today
1.1 Monthly Flat Memberships
- What it is: A single recurring monthly fee gives members general access to the facility (usually without tiered services).
- Why gyms use it: Simplicity. Easy to sell, easy to manage. Works well for high-volume, low-friction fitness models.
- Limitations: Can cap revenue potential and may undervalue premium services.
- Example: Planet Fitness — $15/month base membership with access to cardio/strength equipment. Premium “Black Card”, which starts at $25, adds perks (e.g., guest passes, massage chairs).
1.2 Tiered Memberships
- What it is: Multiple pricing tiers based on access (e.g., basic gym access vs. full amenities including pools, saunas, classes, and personal training).
- Why gyms use it: Lets you segment your customer base and upsell. Encourages upgrades as member goals evolve.
- Limitations: Can be confusing if not communicated well.
- Example: LA Fitness — Offers tiers for single-club vs. multi-club access, with optional add-ons for basketball, racquetball, or premium classes.
1.3 Class-Pack & Drop-In Models
- What it is: Members purchase a fixed number of sessions/classes upfront (5, 10, 20, etc.) or pay per class.
- Why gyms use it: Flexibility attracts busy professionals and casual fitness-goers. Revenue is received upfront.
- Limitations: Harder to forecast revenue; less predictable retention.
- Example: Barry’s Bootcamp — Class packs ranging from $30/class for single sessions to discounted bundles.
1.4 Unlimited or All-Inclusive Memberships
- What it is: Premium pricing model that grants unlimited access to all services (classes, facilities, digital content, events).
- Why gyms use it: High-margin option. Appeals to committed fitness-goers seeking one-stop wellness solutions.
- Limitations: Requires strong service delivery to justify pricing.
- Example: Equinox — $200–$300+/month includes unlimited access to premium clubs, spa, personal training sessions (in packages), recovery lounges, and app content.
1.5 Presale Pricing
- What it is: Time-limited discounted rates for early adopters before a gym officially opens or expands.
- Why gyms use it: Builds early momentum, cash flow, and a loyal base.
- Limitations: Discounted rates must be balanced against long-term revenue goals.
- Example: F45 — Uses presale campaigns with exclusive discounts and merchandise to lock in memberships before launch day.
1.6 Hybrid Pricing Models (Membership + Upsell)
- What it is: Base membership grants facility access, while premium services (PT, group classes, nutrition) are sold separately.
- Why gyms use it: Let members customize their experience. Helps create layered revenue streams.
- Limitations: Can feel transactional if upselling is too aggressive.
- Example: Crunch Fitness — Basic membership includes equipment access; group fitness, HIIT, and personal training are à la carte add-ons.
1.7 Family or Group Plans
- What it is: Shared access for households or small groups at discounted bundled rates.
- Why gyms use it: Increases membership count while incentivizing retention via shared accountability.
- Limitations: Lower average revenue per person.
- Example: YMCA — Offers family plans where multiple family members gain access at a single rate, often with youth programs bundled in.
Factors That Affect Your Gym’s Pricing
Facility Type and Location
- Why it matters: The type of facility you run and where it’s located directly affect your overheads and what your local market expects in terms of value and pricing.
- Urban vs. suburban: Urban gyms often charge higher prices due to rent, but may need to offer more convenience (e.g., flexible hours, digital services). Suburban or rural gyms may have more space, parking, and family-friendly features, which allow for family plans or tiered options.
- Examples:
- Equinox in NYC charges over $300/month—justified by its upscale facilities and central location.
- Anytime Fitness in small towns may charge under $50/month with 24/7 access but fewer amenities.
Amenities and Services Offered
- Why it matters: The more value you offer, the more pricing power you have. Members are often willing to pay more if they feel like they’re getting more.
- Examples of price-raising features:
- Pools, saunas, cold plunges, recovery zones
- Group classes (yoga, spin, HIIT)
- On-site childcare
- Nutrition and wellness coaching
- Pro-Tip: Always clearly list and communicate what’s included in each membership tier.
- Example: Life Time Fitness builds pricing around luxury experiences—childcare, spa, organic cafes, and a vast class schedule.
Target Demographic
- Why it matters: Your ideal member’s age, income level, fitness goals, and lifestyle all influence what they’ll consider “fair value.”
- Examples:
- Students: Look for flexible, affordable memberships—e.g., $20–$40/month.
- Working professionals: Prefer convenience, premium equipment, and boutique-style training.
- Seniors: May seek low-impact classes and social programs.
- Understanding your community’s income bands and fitness preferences can help justify pricing choices without over- or under-pricing.
- Example: YMCA offers sliding scale pricing and programs for different age groups and family needs.
Brand Positioning
- Why it matters: Pricing must reflect your brand promise. Are you high-end and exclusive, results-driven and community-focused, or accessible and no-frills?
- 3 common positions:
- High-Volume, Low-Cost (HVLC): e.g., Planet Fitness — accessible and non-intimidating
- Premium Wellness Club: e.g., Equinox — lifestyle-first, aspirational branding
- Boutique/Niche: e.g., Rumble, Solidcore — focused, experience-rich, small group energy
- Pro-Tip: Your pricing is part of your brand identity—keep it consistent with how you present yourself.
Local Market and Competitive Landscape
- Why it matters: What your competitors charge and how saturated your area is will influence how aggressively or conservatively you price. Pricing models perform differently depending on local fitness behavior, not just income levels.
- When to benchmark:
- Before opening
- When entering a new location
- When adjusting pricing during expansions or relaunches
- But don’t just match—differentiate. Add value instead of lowering price if you want to stand out.
- Example: Orangetheory is often priced higher than surrounding traditional gyms because of its class-based model and community coaching—even in competitive areas.
Anchor Pricing Opportunities
- We advise many clients to create “anchor” memberships—not because they expect to sell a lot of them, but because they reframe everything else.
- A $299/month VIP tier with priority booking, nutrition check-ins, and recovery tools might only convert 3% of users—but it makes the $139/month plan feel like a smart middle-ground.
- This is psychology-based pricing, not margin-based pricing. And it works when positioned right.
How to Launch Your Gym Membership Pricing?
- Use Pre-Sale Marketing to Build Momentum
Run targeted digital ads, referral incentives, and community events before doors open to build anticipation and a lead list.
- Key channels:
- Instagram + Facebook ads with “Join Now” countdowns
- Email waitlists with pricing reveals
- Referral rewards (e.g., bring 3 friends = 1 free month)
Burn Boot Camp builds a hype loop with “30 Days Free for Founding Members” as part of their presale strategy.
- Bundle for Early Success
Combine memberships with high-value services (PT sessions, nutrition consults, or branded merchandise) to boost perceived value and encourage higher-tier sign-ups.
- Bundle ideas:
- “New Member Pack” — 2 PT sessions + 1 free class guest pass
- 3-month commitment = free branded merch
- Family bundles for early back-to-school or summer promotions
It makes higher price points feel more valuable without slashing your core price. Life Time Fitness, for instance, offers 60-day trial packs bundled with spa visits, nutrition workshops, and onboarding fitness assessments.
- Build a Clear Pricing Page or Visual
People don’t buy what they don’t understand. If your pricing tiers, benefits, or service breakdowns are unclear, it creates friction.
- Tips for clarity:
- Use clean comparison tables or app visuals
- Break down what’s included at each level
- Avoid small print or vague descriptions
- Include monthly and annual options side-by-side
Include testimonials or before/after case studies right next to pricing to add emotional context. Orangetheory’s pricing pages often show class packs and monthly plans with imagery and explanations on value and experience.
- Train Your Staff to Talk Pricing With Confidence
Your pricing is only as strong as your team’s ability to communicate it. Staff should never “apologize” for cost—they should show value.
- What to train for:
- Knowing every tier and its benefits
- Handling objections (e.g., “Why is this more than X gym?”)
- Communicating offers with enthusiasm and clarity
Include role-play sessions and pricing FAQs during onboarding. For example, Equinox front-desk and sales staff are trained to lead with experience and outcomes rather than cost—creating a luxury-first conversation.
Top 6 Gym Membership Pricing Psychology Tips
1. Use Charm Pricing (e.g., $39.99 instead of $40)
Charm pricing (also known as psychological pricing) uses prices ending in .99 or .95 to make amounts feel lower. It’s a simple trick that has stood the test of time.
- The psychology: People tend to read prices from left to right and mentally round down—so $39.99 feels closer to $30 than $40.
- How to use it in your gym:
- $59.99/month instead of $60
- $19.95 for a drop-in class instead of $20
- $99.95 for a 5-class pack
2. Anchor Your Prices with a Premium Tier
Price anchoring makes your middle-tier plan look more reasonable when it’s compared to a much more expensive option.
- The psychology: When presented with three options, most people choose the middle one. The high-priced plan serves as an “anchor” that makes the mid-tier plan seem like a good deal. Clearly label the middle tier as “Most Popular” to guide decision-making.
- How to apply this:
- Tier 1: $49/month (basic access)
- Tier 2: $89/month (most popular – includes classes)
- Tier 3: $149/month (VIP tier with PT & recovery access)
- Example: Crunch Fitness uses a high anchor with its All Access and Destination Memberships, making its standard tier seem more attainable in comparison.
3. Offer Monthly and Annual Options Side by Side
- Why it works: Presenting both options gives people a sense of control, and makes the annual option feel like a better deal—even if most still opt for monthly.
- Psychological trick: People don’t want to miss out on “savings,” so a side-by-side comparison highlighting how much they save annually can push them toward longer commitments.
- How to present it:
- $69/month OR $690/year ($120 savings)
- Highlight the monthly equivalent of the annual plan (e.g., “Just $57.50/month when billed annually”)
- Example: Gold Gym promotes its annual billing option prominently, with savings called out in bold text and a “Best” badge.
4. Use Tier Labels to Add Meaning
People associate value and aspiration with names—labeling tiers as “Elite,” “Pro,” or “Studio Unlimited” taps into identity. Avoid naming tiers based on “good, better, best.” Instead, align them with outcomes or personas.
- Examples:
- “Kickstarter” (for new members)
- “Performance” (for athletes or serious clients)
- “Recovery & Recharge” (for wellness-focused members)
- Example: CorePower Yoga uses names like “All Access” and “Studio Class Pack” instead of vague numerical tiers.
- Highlight Savings Visually
The more visible and specific your discount or value proposition is, the more it reinforces the feeling of a “deal.”
- How to do it:
- Strike-through original prices
- Show % or $ saved right under plan name
- Use color or icons to draw attention (green = savings, blue = value)
- Example: Many CrossFit and boutique gyms use large banners with “Save $150/year with annual plan” or “3 Months Free” in bright visual cues.
6. Offer a Free Trial (But Frame It Strategically)
Free trials reduce purchase friction—but how you position them matters. Framing them as “risk-free” or “try before you commit” improves conversion.
- Options:
- 7-day all-access pass
- 3 classes free in your first 2 weeks
- $0 enrollment fee if you join after your trial
- Example: F45 promotes a 7-day free trial as part of its core funnel but pairs it with a personalized intro session—adding perceived value.
Conclusion
The key is to start with solid research and real data. Pricing isn’t something set in stone, it’s an ongoing process that can evolve as your gym grows. The goal is to find a strategy that aligns with your business objectives and meets the needs of your members.
We’ve put together a free Gym Membership Pricing Checklist to help you take action, step by step. Download the free checklist now!
