NUTRITION SYSTEM
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🇬🇧 · English guide

BUSINESS PLAYBOOK

How to increase your prices ethically as a gym owner

The techniques below work and have been tested by thousands of gym owners just like you.

They require faith and, as usual, work.

These concepts are not mine. I learned them from experienced gym owners and business owners like Chris Cooper and Alex Hormozi. I highly suggest you check them out if you want even more cool stuff on how to grow your gym - I will give you some additional resources at the end of this.

Most gym owners undercharge for their services.

This leaves them with very little money at the end of the month to invest in their own education, travel, or simply live life on their own terms. I know because I have been there.

They usually work long hours — more than people in many other industries — and have very little in their pockets to show for it.

If that’s you, you’re in the right place.

I’m going to show you how you can make more money from the work you’re already doing, or make more by doing a little more in less time.

Sounds good?

Let’s start!

When you started your gym, you probably looked at what nearby gym owners charged and copied their prices, give or take €5.

But here’s the problem:

Those gym owners are struggling too.

So why on earth should you keep copying them?

As Dan Kennedy said:

“There is no strategic benefit to being the second cheapest in the marketplace, but there is for being the most expensive!”

But I get it.

Raising your prices is scary.

When I started nutrition coaching, I charged €150 for a 3-month package of 1:1 coaching with me — including 24/7 support, of course. (Duh!)

So I know how you feel.

It took me years to finally charge what my service was worth!

But there is one rule you should follow when raising your prices:

Raise the value first.

When you increase the value you give to your members, you can ethically raise your prices because you are actually giving them more.

You are helping them reach their goals faster and get better results.

And when you do that, you should see:

In this playbook, I’ll show you how to increase the value of your service so you can raise your prices.

But first, let me give you two secrets that can increase your revenue right now without adding more work to your plate.

I learned this concept from Alex Hormozi’s Gym Launch Secrets, and it blew my mind.

There are 12 months in a year.

But there are 13 billing cycles if you charge every 4 weeks.

I know. Wild, huh?

I just found you an extra month’s worth of revenue every year.

Without selling anything else.

You are welcome !

I learned this concept from Saraa at Two-Brain Business.

She explained something very simple:

A member who gets results is more likely to stay.

And let’s face it.

It’s very hard to create great results for someone who only comes once or twice per week.

Three sessions per week is a much better target for most members who want meaningful progress.

So consider getting rid of those low-frequency memberships and push members toward a 3x/week membership.

You can increase your revenue very quickly.

And yes, some people may leave.

But many of those low-engagement members may have left eventually anyway.

Meanwhile, your new members will start on a membership that gives them a better chance of getting results and staying longer.

Now, let’s talk about value.

How can you create more value that your members will actually be happy to pay for?

We already covered this in the previous section, but we can go even further.

You know some of your members need more help to get their first pull-up, first muscle-up, or even their first snatch.

So help them.

Offer an 8-weeks 1:1 program with you or one of your coaches to help them achieve a specific goal faster.

This can be extremely valuable to members.

You could charge €899 for it and add a clear guarantee:

“At the end of the 8 weeks, if you’ve done the work and still haven’t achieved your goal, I’ll keep working with you for free.”

This can be a strong promise when the target is realistic, clear, and within your ability to coach.

You’re no longer just selling personal training.

You’re selling a result.

We all know your members need more than workouts to get the results they actually joined your gym for.

The first pillar is…

Nutrition.

Yes, that’s my favorite lever.

It can be highly profitable, but more importantly, it can help your members get better results.

And yes, as a nutrition coach, you might think I’m biased.

Maybe a little.

But nutrition is a major lever.

We all struggle with our nutrition at some point.

Solving this problem for your members can create a huge amount of value.

They can get better results.

They can stay longer.

They can refer their friends.

And they can be willing to spend more with your gym.

Win. Win. Win. Win.

There are many ways to offer nutrition:

The possibilities are endless, so get creative.

But remember:

Nobody wakes up wanting “nutrition.”

That’s not what keeps people awake at night.

They want to feel sexy.

They want to feel good naked.

They want more energy.

They want to feel confident.

They want to look in the mirror and like what they see.

So with the right packaging — and the right name — people can be very happy to pay for your nutrition offer.

Think:

“Stronger and Leaner Challenge”

“6-Week Energy Boost”

“42-Day Transformation”

To be fair, that’s exactly what we implement inside gyms with our NOS system.

The goal is not to add more work to your plate.

The goal is to create an efficient system that works for you.

Author’s note: Nutrition can also be a great lead magnet to bring new people through your doors.

Just saying…

If you want us to look at how we could put our system inside your gym, book a meeting with us here : Book a meeting with us ↗

Some people don't need another workout program.

They need someone to make sure they actually do the work.

This may sound crazy to you because you love training and have no problem showing up.

But some people really struggle with consistency.

And accountability can be extremely valuable to them.

Ask inside your community:

“Who here would like more support and accountability?”

Then reach out to everyone who raises their hand and make them an offer.

You might be surprised by how many of your members are willing to pay good money to feel supported, noticed, and cared for.

Crazy Stories : In Equinox gyms they have an offer for $400/mo to get a coach texting you twice a day to check up on you and your progress. Wild right ? But it does work !

You probably already sell some protein powder, creatine, magnesium, or electrolytes.

That’s great!

And if you don’t, it may be something worth looking into.

But let’s go one step further.

Make this process part of your onboarding.

Every new member should go through a clear, choreographed onboarding process, including a 1:1 meeting with you or a coach.

This is the perfect opportunity to understand their goals and offer additional services that can help them get there.

They already buy supplements somewhere else, making it more convenient for them to have it directly in your gym.

Another great way to provide more value is to build a health and VIP team around your gym.

Think about:

You can create partnerships with these businesses and send them new clients.

In exchange, you could negotiate referral fees, special offers for your members, or services for your team.

You can get very creative here - think about what would make your members' lives easier !

For example I had a psychologist in my team so I could refer to some of my members who struggled with eating disorders. I also offer massages for their birthdays and family planners when they struggle with organisation.

Here are some ways you can raise your prices ethically by increasing the value you provide:

Higher prices may mean fewer members.

And that’s okay.

Because fewer members paying more can allow you to provide a better service.

Instead of constantly trying to serve more and more people, you can focus on delivering a premium experience at a premium price.

So what would you rather do?

Serve a huge number of people at mediocre prices and offer a mediocre service because you don’t have enough time or money to do more?

Or…

Serve fewer people, make more money, and provide more value to every single member?

Yeah.

That’s what I thought.

The Simple Six — Chris Cooper

Gym Launch Secrets — Alex Hormozi

$100M Offers — Alex Hormozi