Raising prices?
Let’s cut the BS—if you’re afraid to raise your rates, your gym is already dying.
Harsh? Maybe. True? Absolutely.
I see it all the time: gym owners sweating over price increases, terrified that members will leave, stuck charging the same rates they did five years ago—meanwhile, rent is up, utilities are up, and inflation is eating away at their profits.
So instead of making smart business decisions, they stay stuck. Overworked, underpaid, and scared to charge what they’re worth.
Here’s the truth: your best members will pay more if you’ve actually built something worth paying for.
Why You’re Scared to Raise Rates (And Why That’s BS)
1. “If I raise prices, people will leave.”
Fact check: Some might. But the ones who leave were already halfway out the door.
The members who value what you offer, the coaching, the experience, the results, aren’t going anywhere. The ones who quit over a price increase were never loyal to begin with.
If they’re choosing a cheaper gym over you, it means they never saw your value in the first place. That’s the real problem.
2. “I feel guilty charging more.”
Really? You feel guilty about charging what you’re worth while you work 60-hour weeks and barely pay yourself?
Your coaches need fair wages. Your gym needs new equipment. YOU need a sustainable income. That doesn’t happen on bargain-bin pricing.
If you’re undercharging, you’re not doing your members a favor, you’re setting your gym up to fail.
3. “People just can’t afford it.”
Total. BS.
Your members spend money on:
Starbucks ($7 a day = $210/month)
Netflix, Spotify, Amazon Prime, and five other random subscriptions
New shoes they don’t need
Uber Eats because they “don’t have time” to cook
People can afford what they see as essential. If they’re questioning your prices, you haven’t positioned your gym as essential to their life. That’s the real issue.
How to Raise Prices Without a Mass Exodus
You don’t just jack up rates overnight and hope for the best. You do it strategically. Here’s how:
1. Build the Value First
You don’t get to raise prices just because you need more money. You raise prices because your service is worth more.
Tighten up your coaching standards.
Improve the client experience.
Focus on retention and results.
If you can confidently say, “This is the best gym experience in town,” then raising rates is a no-brainer.
2. Position It Correctly
Wrong way: “We have to raise prices because rent went up.” (Not their problem.)
Right way: “We’re making improvements to give you an even better experience, better coaching, more resources, and a stronger community.” (That’s their problem.)
Make it about them, not about you. AND make these changes BEFORE you make the raise.
3. Give Options
Not everyone needs the same membership. Offer tiers:
Standard: Group classes, full access.
Premium: Nutrition coaching, personal training sessions.
VIP: All-in-one accountability and goal-setting support.
People don’t mind paying more when they have options and see value at every level.
Your gym isn’t a charity. It’s a business. And businesses that refuse to evolve go under.
You’re not running a nonprofit. You’re running a premium service that changes lives. Charge accordingly.
What’s stopping you from raising rates? Let’s talk about it. Drop a comment below.
Need help making the move without losing members? That’s what we do inside Aligned Box Coaching. DM us. Let’s get to work.
