4 tips for Fitness Studios to Raise Rates Without Losing Members

Raising rates can feel like one of the scariest parts of owning a studio. You know you need to do it to pay your team enough to stay, cover rent increases, and grow your business—but what if your clients push back or, worse, leave?

The good news is that raising rates doesn't have to be terrible- in fact, it can be easy. When done thoughtfully and with clear communication, it both strengthens your client relationships and positions your studio for long-term success.

Let's break it down step by step.

How Do You Know It's Time to Raise Rates?

If you're unsure whether it's time to raise your rates, here are a few questions to ask yourself:

• Have your expenses increased? (Spoiler: they probably have.) Rent, utilities, payroll, and equipment costs are always on the rise. If your memberships aren't increasing in tandem, your profit margins will take the hit.

• Are you consistently selling out classes or converting most of your intros? High demand or a sales flow that's just a liiiiitle too easy is a sign that your prices may not match the value you're providing.

• Have you made improvements? If you've upgraded your studio, added new offerings, or invested in staff training, your rates should reflect the elevated experience.

• When was the last time you adjusted prices? If it's been over two years, it's time. Period.

Your pricing should keep up with the value you're delivering and the costs of running your business. If it's not, you're likely leaving money on the table—or burning yourself out trying to keep up, which is something I see studio owners do every day.

Breathe. It's Not as Bad as it Seems.

I get it—raising rates is terrifying. It just took me months to finally find the courage to do it. What if people get mad? What if they leave? What if they write bad reviews or say mean things (okay, that's just your anxiety talking). But here's the truth: most clients won't leave because of a thoughtful rate increase. As a consultant who has coached hundreds of studio owners through this process, I can tell you that most studio owners lose three clients because of the price increase. There's no fancy study to back this up, but in my experience, it's always three, and you can handle three.

The rest are staying because:

• They value YOU. Your clients are here because they love your studio, your vibe, and the results they're getting.

• It's expected. People understand that prices go up over time.

• You're reinvesting in them. Higher rates allow you to deliver a better experience—whether it's new equipment, a cleaner space, or more classes on the schedule.

The key is framing the rate increase as an investment in their experience. Lead with value, and your clients will stick around.

Start With the Easy Wins

When it comes to announcing your new rates, some of your members will be your biggest cheerleaders, embracing the changes without hesitation, and others might need more reassurance. When I coach a studio owner to raise their rates, we divide their list like a traffic light: green, orange, and red. I recommend this approach to keep your confidence intact and your community strong.

1. Green - The Easy Group:

Start with your friendly, loyal clients who have been with you the longest. They're already invested in your studio and will likely understand the need for a price adjustment. Plus, beginning with them gives you the confidence boost to keep going down the list.

2. Yellow - The Most-Likely-Okay Group:

These clients love your studio but may need a little convincing, or they might not attend as regularly as the green group, making them more likely to use a price increase as a reason to cancel. They'll likely transition to the new rates, but they need more convincing or compromise than the green group.

3. Red- The Not-Worth-The-Risk Group: These are the price-sensitive clients or the ones who haven't been to the studio in four months but pay anyway. Save these for last once you've had practice with the easier ones, or let sleeping dogs lie. This might be controversial advice, but I wouldn't raise rates on that client who pays but doesn't come until she starts showing up regularly again.

Consider Meeting in the Middle

It's okay to be flexible. When I raise rates on founders, I rarely increase to the current price. Instead, I explain that the new client rates are $200/month, but their reward for loyalty is an increase from $160 to $180, which is half of the difference. It helps take the sting out of a rate increase when clients feel appreciated and rewarded for their investment thus far.  

Sample Spreadsheet

Get Organized: Your Spreadsheet is Your Secret Weapon

Before you start having conversations, get clear on the numbers. Ambiguity makes a price increase look like it's an option, and that's not the confident energy you want to be portraying. Create a simple spreadsheet with:

• Member names.

• Their current rate.

• Their new rate.

• The difference between those rates (so you can make sure this whole circus is worth it).

• Action/Response Needed

A spreadsheet helps you stay organized and ensures you're consistent in your messaging. Plus, it's a great way to visualize the impact the new rates will have on your bottom line.

Create Your Template & Lead With Value

When it's time to communicate the change, make it personal. Show your clients that this decision wasn't made lightly and that you value their loyalty—see the example below in the sample email, but remember to make it sound like you and to input details that show this email was customized to each specific member.

From there, explain the "why" behind the rate increase. Maybe it's to cover rising costs, invest in new equipment, give raises, or expand the class schedule. You don't need to offer up a P&L statement, but clients are much more likely to accept the change when they understand it's about improving their experience.

Sample Script

Whether you're sending an email or having an in-person conversation, keep it clear, kind, customized and focused on value. Here's an example:

Subject Line:  Updates to Your Membership, [First name]

Hi [First Name],

We are so grateful to have you as part of [Studio Name]. I truly hope that you have enjoyed your membership - we've loved having you in class, and we hope you can tell how much heart goes into every single session! Think about all your progress over the last few years. You've attended ____ classes; that's ____ hours/minutes that you committed to your health and goals! [add specific supporting sentences to show this is a customized email]. We're so proud of you, and we hope you're proud of yourself.

To continue providing the best experience possible and to help us offset some of the cost of our constantly increasing [Location] rent, we're making some updates to our pricing. Starting [date], your rate will change from [current rate] to [new rate]. This small $___/month increase will ensure we can continue to bring you amazing new class styles, props, and member events. And don't worry; you will more than see your investment back in an ever-improving, spotless, state-of-the-art studio!

We are so thankful for each and every hour you spend with us and look forward to continuing our time together. We're here to answer any questions you have, and we sincerely appreciate your understanding and support.

Thank you for being part of our community!

Warmly,

[Your Name]

Raising rates is nerve-wracking, but it doesn't have to be complicated. When you lead with gratitude, clarity, and a focus on value, your clients will see the change as a necessary step forward—not a betrayal. And remember: this is about building a sustainable, thriving studio that serves your clients for years to come.

You've got this.

Did you miss the article to help you choose rates that support your business goals? Click HERE.

Grab the Mini Master Class and template to set prices that help you grow. Click HERE