Gym Pricing Strategy in 2024 (20 Tips + Average Gym Prices)

In the ever-competitive fitness industry, attracting and retaining gym members depends on a well-defined pricing strategy. This requires a good understanding of it. In 2024, gym owners and managers must adapt to new trends and technologies to attract and retain members.

Competitive pricing is not just about undercutting rivals, but also offering value that meets the diverse needs of fitness enthusiasts. This article will give you the knowledge and tools you need to develop a competitive pricing strategy for your gym in 2024. We will review 20 practical tips on how to optimize your gym’s pricing structure, as well as learn about the average cost of a gym membership.

Developing an effective pricing strategy is critical to the success of any fitness business. You can achieve this by using gym management software, which plays a key role in optimizing pricing models. Such software provides valuable insight into member behavior, preferences and financial transactions, enabling data-driven decisions that improve the overall pricing strategy.

Successful pricing strategy

Be ready to act – check out our 20 actionable tips for developing a robust pricing strategy for gyms in 2024, along with insights on average gym pricing in the United States. Use these strategies and understand the market trends, and as a gym owner, you’ll make sure your competitors are left behind in this dynamic market.

Understanding gym pricing strategy

There are several pricing strategies that can be used for gyms. However, before we get to them, it is important to know what each cost depends on. By focusing on these key factors, gym owners and managers can develop a comprehensive and effective pricing strategy that will attract and retain members while ensuring financial stability.

Bundle pricing options

Key factors in determining a gym’s pricing strategy:

  • Market research and analysis of potential customers, understanding the target audience.
  • Research the prices and offers of competitors in the area.
  • Tailor membership options to different segments (e.g., students, professionals, families).
  • Calculating fixed and variable costs (rent, equipment, staff salaries, utilities).
  • Develop different membership levels to meet budgets.
  • Different forms (monthly, quarterly, annual plans).
  • Offer different types of memberships (basic, premium, family, corporate).
  • Building trust, openness, communicating all costs and terms of agreement.
  • Regularly review competition and adjust prices.

12 best gym pricing strategies

An effective gym pricing strategy is a comprehensive plan that defines how a gym prices memberships and services to attract and retain customers, cover operating costs and maximize profitability. The strategy is multi-faceted and takes into account various factors such as market conditions, competition, target demographics and the gym’s unique value proposition. 

Pricing gym memberships - what should you know?

Implementing a well-thought-out pricing strategy ensures that the gym remains competitive while delivering value to its members.

What you should know about the fitness business?

The global fitness industry was valued at about $94 billion in 2021 and is projected to reach more than $105 billion by 2024, at a compound annual growth rate (CAGR) of 7.7%.

The global fitness industry is projected to reach $6 billion by 2024, reflecting a constant annual growth rate.

1. Monthly gym membership pricing model

The monthly gym membership pricing model is a subscription-based fee structure where members pay a fixed amount each month for access to gym facilities and services. It provides predictable revenue for the gym and flexible payments. The model offers flexibility to members, allowing them to manage their budgets through predictable, regular payments, and typically includes different levels of membership to meet different needs and preferences.

Monthly membership - how to get higher membership fees

2. Pay-as-You-Go pricing gym membership

Catering to the rise of casual gym users, offering pay-per-class or day-pass options can attract those who don’t require a full membership.

Member satisfaction - think of the way how members pay

The Pay-as-You-Go pass is a pricing model in which members pay only for the services they use, such as individual classes or day passes, instead of a fixed monthly fee. This model appeals to those who are willing to pay per visit, offering flexibility without long-term commitments. This helps the gym cover its operating costs while attracting a wider audience who may not want a traditional monthly membership.

3. Bundling pricing model

The package pricing model for gym memberships combines multiple services or products into a single package for a single price. This can include gym access, group exercise classes, personal training and additional amenities. Packages often offer a discount compared to purchasing each service separately, providing members with greater value while helping the gym increase revenue and cover operating costs.

Prospective members - think of bundling pricing model

4. Dynamic pricing model

The dynamic gym pricing model adjusts the prices of memberships and services based on real-time demand, usage patterns and other factors. Prices can change during peak hours, for special classes or services with limited availability. The model maximizes revenue by charging higher prices when demand is high and offering discounts during off-peak hours when the fitness club niche needs to be filled, helping to offset operating costs and attract different customer segments.

5. Value-Based pricing model

Consumers are increasingly looking for value beyond just gym access. Highlighting amenities, class offerings, and expert trainers can justify higher pricing structures.

How to get more income? Add good membership prices

The value-based pricing model for gym memberships sets prices based on the perceived value and benefits to the customer, rather than solely on cost. This approach takes into account factors such as unique amenities, personalized services and the overall member experience. By aligning prices with the value delivered, gyms can justify higher fees and attract members who prioritize quality and exclusive offerings, helping to cover operating costs and increase profitability.

6. Tiered membership pricing model

Offering a variety of membership tiers caters to diverse needs and budgets. Basic, mid-range, and premium options with varying access levels provide flexibility for potential members.

Give existing members affordable price

A tiered membership pricing model offers multiple membership levels, each with different benefits and price points. For example, a basic tier might provide access to cardio equipment, while higher tiers offer unlimited access to all facilities, personal trainers, and additional amenities. This model helps cover operational costs by catering to diverse customer needs and budgets, promoting customer loyalty through flexible options.

8. Family or group pricing model

A family or group pricing model offers discounted rates for multiple members from the same household or group. This model provides unlimited access to facilities, including cardio equipment and personal trainers, at a reduced collective price. It helps cover operational costs by increasing membership numbers and fosters customer loyalty by making gym access more affordable for families and groups.

Fitness pricing models - high end gyms

9. Corporate membership model

Model członkostwa korporacyjnego zapewnia zniżki na członkostwo w siłowni pracownikom współpracujących firm. Pomaga to siłowniom pokryć koszty operacyjne poprzez zapewnienie członkostwa masowego i zwiększa lojalność klientów poprzez budowanie długoterminowych relacji z firmami.

10. Session-Based pricing model

The session-based pricing model involves charging clients a fixed rate for each training session. This model is common in personal training, where each session typically ranges from 30 minutes to an hour. The cost can vary based on the trainer’s experience, the training location, and the session’s length. This model allows flexibility for clients to pay as they go rather than committing to a long-term package.

Look at competitors pricing strategies

11. Annual memberships model

The annual memberships model involves clients paying a lump sum upfront for a year’s access to services, often at a discounted rate compared to monthly or session-based fees. This model is common in gyms and fitness clubs, offering clients ongoing access to facilities and, in some cases, to personal trainers. It provides a steady income for the service provider and encourages longer-term commitment from clients.

Gym membership application form

12. Off peak membership rate mode

The off-peak membership rate model offers discounted rates for accessing services during non-peak hours. Common in gyms and fitness centers, this model encourages usage during times of lower demand, typically early mornings, mid-afternoons, or late evenings. 

Price point - off peak membership

Average gym prices in 2024

Understanding the cost of a gym membership is crucial to making informed choices.  In this section, we will analyze average gym prices in 2024, examining different pricing models, regional differences and even seasonal trends.

Budget gyms - what are average gym prices

As fitness trends have evolved and consumer preferences have changed, the structure of gym fees has adapted, presenting a range of pricing models to suit every budget and lifestyle.

What you should know?
National averages can range from $30 to $100+ per month depending on location, amenities, and services offered.

National average of different gym pricing models

The national average cost of a gym membership varies widely depending on the type of pricing model used. We analyzed which pricing strategies the most popular gyms in the US have. Each model caters to different users’ needs, influencing how they choose a gym based on financial preferences and schedule.

You can take inspiration from how the big companies do it, or go your own way!

Table: Average Gym Prices in the US

Gym NamePrice ModelAverage Monthly Price ($)Source
Planet FitnessBasic Membership10Planet Fitness Website
Black Card Membership22
Anytime FitnessStandard Membership30 – 50Anytime Fitness Website
LA FitnessSingle Club Membership30 – 35LA Fitness Website
Multi Club Membership35 – 45
24 Hour FitnessBasic Membership30 – 4024 Hour Fitness Website
Premium Membership40 – 60
Gold’s GymBasic Membership20 – 30Gold’s Gym Website
Premium Membership30 – 45
EquinoxStandard Membership150 – 200Equinox Website
All-Access Membership200 – 300
Crunch FitnessBase Membership10Crunch Fitness Website
Peak Membership20 – 30
YMCAIndividual Membership40 – 55YMCA Website
Family Membership55 – 70
Lifetime FitnessStandard Membership60 – 100Lifetime Fitness Website
Premier Membership100 – 170
Blink FitnessGreen Membership15Blink Fitness Website
Blue Membership20
OrangeTheoryBasic Package (8 classes)59OrangeTheory Website
Elite Package (12 classes)99
Premier Package (Unlimited)159
SoulCycleSingle Class34 – 40 per classSoulCycle Website
CrossFit GymsUnlimited Membership100 – 200CrossFit Gym Websites (various)
CurvesStandard Membership30 – 50Curves Website
Snap FitnessStandard Membership30 – 40Snap Fitness Website
The Edge FitnessBasic Membership10The Edge Fitness Website
Total Membership20
Fitness 19Standard Membership9 – 19Fitness 19 Website
Pure BarreUnlimited Membership99 – 179Pure Barre Website
Barry’s BootcampSingle Class30 – 38 per classBarry’s Bootcamp Website
F45 TrainingUnlimited Membership65 – 150F45 Training Website

Price comparison by region – table 

Gym membership costs can also vary widely by region, reflecting economic conditions, cost of living and the competitive landscape in different areas of the United States.  The table below shows average gym pass prices in several key regions, providing insight into how geographic factors affect gym prices.

Type of GymGym NameType of MembershipLocationAverage Monthly Cost ($)
BoutiqueOrangeTheoryBasic Package (8 classes)South59 – 79
Elite Package (12 classes)Midwest99 – 119
Premier Package (Unlimited)West Coast159 – 179
BoutiqueSoulCycleSingle ClassNortheast34 – 40 per class
BoutiquePure BarreUnlimited MembershipEast Coast99 – 179
BoutiqueBarry’s BootcampSingle ClassWest Coast30 – 38 per class
BoutiqueF45 TrainingUnlimited MembershipNortheast130 – 150
BudgetPlanet FitnessBasic MembershipNortheast10 – 15
Black Card MembershipMidwest20 – 25
BudgetCrunch FitnessBase MembershipSouth15 – 20
Peak MembershipMidwest25 – 30
BudgetBlink FitnessGreen MembershipNortheast15 – 20
Blue MembershipEast Coast20 – 25
BudgetThe Edge FitnessBasic MembershipNortheast10 – 15
Total MembershipNortheast20 – 25
BudgetFitness 19Standard MembershipWest Coast9 – 19
CommunityYMCAIndividual MembershipNationwide40 – 55
Family MembershipNationwide55 – 75
Full-ServiceLifetime FitnessStandard MembershipMidwest80 – 100
Premier MembershipWest Coast100 – 150
Full-ServiceLA FitnessSingle Club MembershipWest Coast35 – 45
Multi Club MembershipNortheast45 – 55
PremiumEquinoxStandard MembershipNortheast180 – 200
All-Access MembershipWest Coast200 – 250
SpecialtyGold’s GymBasic MembershipSouth20 – 30
Premium MembershipEast Coast30 – 40
SpecialtyCrossFit GymsUnlimited MembershipNationwide150 – 200
24-Hour24 Hour FitnessBasic MembershipSouthwest35 – 45
Premium MembershipPacific Northwest50 – 60
24-HourAnytime FitnessStandard MembershipWest Coast40 – 50
Standard MembershipSoutheast30 – 40
24-HourSnap FitnessStandard MembershipMidwest30 – 40
Women’s OnlyCurvesStandard MembershipSouth30 – 40

Seasonal pricing trends

Seasonal trends also play a key role in gym membership pricing. Many gyms offer promotional rates at the beginning of the year to attract new members who are making New Year’s resolutions. Summer promotions can also be common, as gyms try to boost attendance during the usually slower months. 

An understanding of these trends can help consumers make informed decisions about purchasing a gym pass at the best possible price.

Seasonal gym pricing at your and other gyms

20 Tips for Gym Pricing Strategy in 2024

The fitness industry is highly competitive, and attracting members depends on a well-defined pricing strategy. That’s why we prepare 20 tips for optimizing your gym pricing strategies in 2024.

Helpful tips for gym pricing strategy

1. Conduct market research

Understanding your local market is the foundation of any pricing strategy. Conduct thorough market research to understand your gym’s potential new members. Based on this, assess their income level and gym membership preferences, among other things.

Gym pricing strategy - make market research

Importantly, analyze your competitors’ pricing and identify potential gaps that you can exploit. This will help you differentiate your offering and attract new customers.

2. Optimize gym pricing using gym management software

Use technology to streamline your pricing strategy. Best gym management software can help you track members’ usage patterns, preferences and financial transactions, allowing you to make data-driven pricing decisions.

WodGuru - best gym software

Don’t just rely on gut instinct. Leverage gym or yoga management software to analyze membership trends and usage patterns. Optimize pricing based on data-driven insights.

3. Offer tiered membership levels

Offer different levels of membership with different price points. Meet diverse needs with basic, mid-level and premium options with different levels of access to equipment, classes and amenities.

Members and gym goers - offer them exclusive access

Offer basic, premium and VIP packages with different levels of access to equipment, classes and amenities. Using the user data you gain from your best gym management software, find out which members are most active. Then you can offer them a special pricing strategy.

4. Introduce flexible payment options

Flexibility is key to attracting a wider range of gym members. Offer monthly, quarterly and annual payment plans, as well as payment options on an ongoing basis. This flexibility can be tailored to different financial situations and commitment levels.

Think of best payment options for your business

Provide flexibility with contract options, but also provide customers, with a gym management system:

  • online payment for passes, 
  • simple reminders when the end of a pass is approaching,
  • easy payment system.

Attract customers fearful of commitment with monthly plans while providing recurring revenue through contracts.

5. Provide value-added services

Expand your membership packages to include additional services such as personal training, nutritional counseling and wellness workshops. These value-added services can justify higher prices and attract members seeking comprehensive fitness solutions.

Add value to your services and gym facilities

By conducting, among other things, online class sign-ups, or the option to sign up for a reserve list for classes, you will gain members’ trust. You’ll make them more satisfied and feel taken care of with these additional options. 

6. Implement dynamic pricing

Dynamic pricing adjusts membership costs based on demand, time of day or season. For example, you can offer discounts during off-peak hours or raise prices during periods of high demand. This approach maximizes revenue while taking into account member preferences.

Be prepared to change price of gym membership

7. Utilize promotional offers

Attract new members and retain current members with promotional offers. Time-limited discounts, referral bonuses and holiday promotions can encourage sign-ups and renewals. 

Think of promotion offers at your gym for members

Using a gym management system, you can also send promotional coupons or discount information to your existing customers. By doing so, you will increase their commitment and desire to belong to your club.

8. Encourage long-term commitments with discounts

Encouraging long-term commitments with discounts is beneficial because it enhances member retention and stabilizes revenue. By offering incentives for extended memberships, gyms can secure upfront payments and reduce turnover, which is crucial for financial planning and resource allocation. 

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Boost retention and gym revenue with long-term discounts:

  • Win-Win: Gyms benefit from predictable recurring income, while members enjoy significant savings.
  • Software streamlines process: Gym management software simplifies offering tiered memberships with discounts for longer commitments.
  • Automates tasks: Free up staff time for member engagement by automating billing and communication.

9. Leverage data analytics

    Leveraging data analytics through gym management software allows gym owners and managers to make informed decisions based on: 

    • member behavior, 
    • preferences, 
    • trends.
    WodGuru - best user-friendly app for gyms

    Why should you choose WodGuru as gym management software?
    Think of the price! WodGuru cost is always the same. 
    It’s just 1 $ per member, max 119 $, it will never be more!

    This insight enables the optimization of marketing strategies, class schedules, and resource allocation to improve member satisfaction and retention. Additionally, data analytics help identify patterns that can guide pricing adjustments, promotional offers, and facility improvements, ultimately driving growth and enhancing operational efficiency.

    10. Monitor competitor pricing

      How to get the right gym pricing strategy? Monitor your competitors pricing, and get the best membership fees according to your business pricing strategy. 

      Competitive fitness industry - make analyze

      Stay ahead of the curve: monitor competitor pricing!

      • Know your market value: analyze competitor pricing to ensure your gym offerings are competitively priced.
      • Spot pricing trends: identify potential pricing changes in the market and adjust your strategy accordingly.
      • Attract new members: offer compelling deals based on competitor pricing insights.

      11. Emphasize unique selling points

        Highlighting unique selling points is crucial because it differentiates a company from its competitors, attracting and retaining customers. It allows you to highlight distinctive features or benefits that are not readily available elsewhere. This strategy increases brand recognition and loyalty by focusing on what makes a product or service unique, justifying consumer choice in a crowded marketplace. 

        12. Create referral programs

          Creating referral programs with gym management software is strategic because it uses the power of word of mouth to attract new members while rewarding current members. This approach not only increases membership through trusted referrals, but also increases member engagement and loyalty. This streamlined process encourages more active participation, which can lead to significant membership growth and retention.

          Get health and fitness industry referrals thank to right pricing strategy

          13. Utilize online and offline marketing

            Leveraging both online and offline marketing is essential to increasing a gym’s reach and customer satisfaction. This dual approach allows you to reach more potential members, adjust membership prices and refine your gym’s strategy to optimize revenue generation

            Online marketing strategy for fitness clubs

            Online and offline strategies you should know:

            • Reach a wider audience: Cast a wider net by using both online channels (social media, targeted ads) and offline methods (flyers, local partnerships) to attract new members.
            • Optimize membership prices: Effective marketing helps justify membership prices by showcasing the value your gym offers.
            • Craft a winning strategy: A well-rounded online and offline marketing strategy maximizes member acquisition and retention, leading to steady revenue generation.
            • Boost customer satisfaction: By promoting your gym’s offerings and fostering community engagement, you build a satisfied customer base that keeps coming back for more.

            14. Regularly review and adjust prices

              Regularly reviewing and adjusting membership fees is key to aligning a gym pricing strategy with market conditions and member expectations. This practice helps optimize the number of members attracted and retained, which is critical to revenue generation. Adjusting prices based on competitive analysis, cost-of-living changes and member feedback can increase customer satisfaction by offering value that resonates with members’ current needs and expectations.

              15. Incorporate feedback from members

                Taking members’ opinions into account is crucial, as it directly affects customer satisfaction and retention by making them feel valued and listened to. This practice allows gyms to adjust services and facilities to better meet the needs and preferences of their customers, fostering a sense of community and loyalty. To capitalize on feedback, among other things, you can take advantage of the opportunities provided by gym management systems!

                Group fitness classes and personal training sessions

                16. Offer free trials or limited-time offers

                  Offering free trials or limited-time offers is an effective strategy for attracting new gym members by reducing their initial risk and investment. These promotions allow people to experience the gym’s services and atmosphere firsthand, which can lead to increased enrollment and customer loyalty. This approach also generates immediate interest.

                  17. Use psychological pricing

                    Using psychological pricing, such as ending gym membership prices at “.99” or offering tiered pricing with a clear “best value” option, leverages consumer behavior and perception to increase sales. This subtle pricing technique can significantly affect how customers perceive value, increasing both customer acquisition and retention.

                    Pricing structure - use psychological strategy

                    These gym pricing strategies make that monthly fee seem more attractive or offers appear more valuable, influencing purchasing decisions. Clients become more willing to pay. By creating the illusion of savings or emphasizing additional benefits at a slightly higher cost, gyms can effectively induce potential members to make choices that increase revenue and member engagement. 

                    18. Bundle services and products

                      Bundling services and products as a strategy for your gym is effective for enhancing customer value and generating revenue. By offering combined packages of services like unlimited access, classes, personal training sessions, and wellness products at a single, reduced price, fitness club can create compelling offers that encourage higher spending and longer-term commitments from members. 

                      This approach simplifies the purchasing process, increases customer satisfaction by providing comprehensive solutions, and boosts overall sales through cross-promotion of complementary services and products.

                      Remember about new members at your fitness club

                      19. Ensure transparency in pricing

                        Ensuring transparency in pricing is essential as it builds trust target audience and credibility with customers, crucial factors for long-term price point business success. Transparent pricing prevents hidden costs and surprises that can lead to dissatisfaction and churn. 

                        By clearly communicating what members are paying for, gyms can foster a positive relationship, encouraging loyalty and referrals, which are vital for sustained revenue growth. This openness not only aligns with ethical business practices but also enhances customer experience and satisfaction.

                        20. Focus on member retention strategies

                          Focusing on member retention strategies is crucial because retaining existing members is typically more cost-effective than acquiring new ones. Effective retention boosts long-term revenue stability and enhances community strength within the gym. 

                          Monthly fees and fitness goals - that's important

                          Strategies like personalized engagement, regular feedback implementation, and loyalty rewards not only improve member satisfaction but also increase the likelihood of sustained memberships. This focus on keeping current members happy reduces turnover rates, which is essential for maintaining a reliable revenue stream and building a solid reputation.

                          Key takeaways

                          • Tailor your pricing models and packages to what resonates most with your ideal gym member.
                          • Cater to different preferences with options like contract gym membership, pay-as-you-go options, and boutique studio pricing. 
                          • Incentivize members with attractive discounts for signing up for longer contracts, increasing revenue predictability.
                          • Simplify offering tiered gym membership and automate tasks like billing and communication, freeing up staff for member engagement.
                          • Employ both online and offline channels to reach a wider audience and generate leads.

                          FAQ

                          Should you publish gym prices on your website?

                          Yes, publishing prices on the website is a valuable solution. Transparent pricing helps potential members understand what to expect before they visit the gym, which can greatly increase trust and credibility. 

                          Displaying prices clearly can also help qualify potential customers, as it ensures that people who contact you or register with your gym online are already aware of the cost and are less likely to cancel. This streamlines the membership set-up process, reduces administrative tasks and can increase conversion rates, allowing potential members to make informed decisions quickly and independently.

                          What is the 4 pricing strategy?

                          The 4 pricing strategy, often referred to as the “Four P’s” of pricing, involves a comprehensive approach. These strategies are not mutually exclusive and can be combined or adjusted depending on the company’s market objectives, customer base and competitive environment.

                          • Penetration pricing: This strategy involves setting a low price for a new product or service to quickly attract customers and establish a presence in the market. The goal is to “penetrate” the market quickly, which can be particularly effective in highly competitive environments.
                          • Premium pricing: Also known as price skimming, this strategy sets higher prices to reflect the perceived prestige and higher quality of the product or service. It targets consumers who are willing to pay more for premium features, status or brand associations.
                          • Economic pricing: This strategy aims for the lowest possible cost to attract the most price-sensitive customers. It is often used by large companies that can afford to maintain profit margins through strong sales.
                          • Price bundling: This involves combining several products or services and offering a bundle at a price that is often lower than if each item were purchased separately. This strategy can encourage sales of products or services that may not sell as well individually and can increase the perceived value to customers.

                          How to structure gym memberships?

                          An effective gym membership structure includes offering a variety of options to meet the diverse needs and preferences of the customer base. By carefully considering these elements, you can develop a gym membership structure that will appeal to a wide range of potential customers, increasing both customer acquisition and retention.

                          You can bet on strategies such as e.g.:

                          1. Offer different membership options based on access times.
                          2. Create different membership levels, such as basic, standard, and premium.
                          3. Provide a mix of contract durations, including month-to-month, quarterly, and annual memberships.
                          4. Offer a trial period or a low-cost introductory membership
                          5. Partner with local businesses to offer discounted rates