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Continuing our series of blog articles dedicated to those embarking on the journey of opening their own studio, today we tackle a topic as strategic as it is complex: pricing.
It underpins your entire business model. Pricing not only influences the profitability of each session but also shapes the perception of your positioning, customer loyalty, and your capacity for sustainable growth. In short, setting your prices well is laying the foundation for a viable studio aligned with your ambition.
But how do you set your prices without shooting yourself in the foot? How do you find the balance between a price that’s too low, undermining your profitability, and one that’s too high, deterring customer acquisition?
To help you see more clearly, we asked Léo Chappellaz, Head of Partnerships France at bsport for over four years, a few questions. Thanks to his daily experience working with studio owners across France, he has observed what works, what fails, and above all, what sets successful studios apart.
Discover his expert advice and perspective in the interview below.
What are the main factors to consider when setting prices at the opening of a studio?
1. Competition: a positioning lever rather than just pricing
Competition isn’t just about setting prices by copying others. It mainly serves to clarify your own positioning. It’s not about offering “the same thing, a bit cheaper”, but about understanding what others offer so you can bring something different that clearly stands out. Rather than asking “how much do they charge?”, ask yourself: “what exactly are they selling, and how am I different?”. It’s this differentiating factor—whether related to the customer experience, training method, environment, or community atmosphere—that will allow you to set a price consistent with the perceived value.
2. Positioning: a strategic choice to fully own
The fitness sector has become significantly polarised in recent years: on one side, highly accessible (low-cost) offers; on the other, premium, experiential, and immersive concepts. It’s increasingly difficult to exist in between. That’s why it’s essential to fully own a clear positioning from the start and ask yourself, “What does my studio embody?” A successful studio is one with a strong identity and a unique customer experience. These elements justify the price and strengthen customer loyalty.
3. Cost analysis: focus on marginal value per session
A frequently underestimated point: calculating the actual profit per session. A studio can be full… yet still lose money. To avoid this, think in terms of marginal value by reasoning in two steps:
- Calculate the estimated value per session = average price paid by clients × occupancy rate × room capacity.
- Then subtract the cost of the coach or instructor, typically the largest expense per session.
This calculation helps determine the break-even point per time slot and optimise the price grid based on the actual profitability of each class. The goal is to avoid “full but loss-making” sessions that eat into margins without being immediately apparent.
What pricing mistakes do you see most often in new studios, and how can they be avoided?
1. Pricing that is too vague or timid
The fear of “scaring off” customers often leads to setting prices too low or multiplying options to please everyone. This can result in a price list that is too low or too complex, failing to reflect the quality of the offer or the intended positioning. The result: difficulty making a margin and a weakened brand image. It’s better to fully assume a premium positioning from the outset with consistent prices, combined with a limited introductory offer that secures initial bookings and kickstarts customer loyalty.
2. Lack of reflection on actual margin
Filling classes is good, but if those clients come through high-commission channels (like marketplaces) or use subscriptions intensively in unplanned ways, profitability can collapse. Ignoring this margin variability is a common mistake. You need to track profitability by channel and customer profile to stay on course.
3. Waiting too long before adjusting pricing strategy
Prices are not fixed. They evolve with occupancy rates, customer feedback, seasonality, and more. Not testing or adjusting your pricing grid means missing out on a major growth lever.
Unlimited subscription, class passes or pay-per-session: what do you recommend at launch?
Each model has its advantages, but for a studio launch, the goal is clear: generate recurring payments while maintaining flexibility.
- Unlimited subscription can seem reassuring to secure stable monthly income but carries a significant risk: heavy users can drastically reduce the marginal value of their visits, potentially becoming loss-making. It’s important to include limits (e.g., maximum number of classes per week).
- Class passes offer a good compromise: they secure turnover while keeping a pay-as-you-go logic.
- Pay-per-session suits curious or occasional clients but is rarely viable as a main model due to lack of recurrence and predictability.
For a launch, an intelligent combination of these three models is often the best strategy: subscription for loyal customers, class passes for regulars, and pay-per-session for those testing or discovering.
From which indicators can a studio consider adjusting its prices?
Here are the main KPIs to monitor when adjusting pricing strategy:
- Occupancy rate: if it regularly exceeds 80-90%, it may be a sign to increase prices (or open new slots).
- Marginal value per booking: each booking should be profitable depending on the booking channel and associated cost.
- Conversion rate from trial to subscription: if clients try and then subscribe, the price is perceived as fair.
- Qualitative client feedback: if you often hear “it’s very affordable”, it could be a signal you might better value your offer without losing loyal customers.
Concrete examples of studios that have found the right pricing model
An excellent example is The Sanctuary Group, which has leveraged an innovative pricing strategy perfectly aligned with its multi-brand model. The Sanctuary Group is not based on a single studio or discipline but offers a comprehensive range of complementary practices through seven different brands (Aqua by, Space Cycle, Poses, Le Cercle, Decibel, Drip and Premier Bain). The Sanctuary Pass acts as a unique digital wallet, allowing members to move freely between the group’s different disciplines and studios without operational friction. This model offers several strategic advantages:
- Increased perceived value: clients have access to a diverse range of experiences, justifying a higher price.
- Enhanced loyalty: by multiplying points of contact with the Sanctuary universe, members engage more deeply over the long term.
- Optimised occupancy: studios benefit from a demand-sharing effect, enabling better distribution of traffic between locations and time slots.
Setting the right prices is neither instinctive nor about copying others: it is a strategic lever in its own right, deserving as much attention as your offer or customer experience. By understanding your positioning, actual costs, and customer behaviours, you can build a pricing strategy that is sustainable, coherent... and profitable.
To go further and adapt these principles to your studio, book an appointment with one of our experts.
