Setting the right membership pricing structure is one of the most important decisions a gym, martial arts academy, or fitness studio can make. Pricing affects not only your revenue but also customer behavior, retention, and perceived value. Whether you're offering day passes, week passes, or monthly memberships, smart pricing can mean the difference between a thriving community and a revolving door of members.

Here’s what to keep in mind when setting up your membership pricing:

1. Position Memberships as the Best Value

One common mistake businesses make is underpricing day or week passes. A good rule of thumb is to price short-term passes at about twice the cost of an equivalent membership.

For example, if your unlimited monthly membership is $125, a one-week pass could be priced around $60–$70.
 This pricing strategy encourages customers to "do the math" and realize that committing to a membership offers significant savings. Even if drop-in fees are sometimes waived for out-of-town visitors or friends, simply having your pricing displayed reinforces the value of membership.

Pro Tip:
Most top-tier gyms and martial arts schools charge around $20 for a drop-in. Even if you rarely enforce it, that posted price sets a standard and frames membership as a far better deal.

2. Keep Membership Options Flexible, Not Complicated

Instead of creating separate memberships for each class type (e.g., "boxing only" or "jiu-jitsu only"), consider a simpler structure based on how many classes per week a member can attend.

This model offers several advantages:

• Curiosity-driven upgrades: A member who signs up for one grappling class a week might one day decide to try striking — leading to more engagement and eventual upgrades.
• Lifestyle flexibility: Some members have unpredictable schedules. They may switch between classes like Judo and Muay Thai depending on their goals or events, and a flexible plan supports that.
• Simplified billing: It’s easier to manage family plans or promotions when plans are based on classes per week rather than complicated class-type restrictions.

Limiting by number of classes instead of by discipline helps members discover more of your offerings — and grow their loyalty.

3. Offer Family Plans That Make Sense — And Money

Family memberships are a great value-add, but they need to be priced smartly.
 Rather than charging per person, offer a flat family rate that allows multiple members from the same household to train.

For example:

• Unlimited Family Plan: $250–$300 per month for all household members.

This pricing creates a perception of major savings — but in reality, most families won't maximize their usage to a level that hurts your bottom line.
 And even if they did, fostering a strong family community can be priceless for your brand's reputation.

Important:
Adjust your family plan price according to your unlimited individual membership. If your unlimited membership is $125, $250–$300 for a family plan provides a solid value without undercutting your revenue.

4. Don’t Be Afraid to Raise Prices (The Right Way)

If your services deliver real value — expert instruction, personalized attention, a strong community — your prices should reflect that.

Some industry benchmarks:

• $80/month for 1 class per week.
• $150–$180/month for unlimited classes.
• $250–$300/month for unlimited family plans.

Compare that to other fitness models:
 Club Pilates, for instance, charges around $139/month for just two classes per week — and many members view that as acceptable.

When raising prices, consider grandfathering in your existing loyal members at their current rates. This rewards early adopters and shows you value their continued support.

5. Specialty Programs Can Be Separate

While most memberships should cover general classes, it's perfectly reasonable to offer specialized programs as an additional subscription.
Examples:

• Fight camps
• Personal training packages
• Women's-only self-defense courses
• Kids' camps or after-school programs

This strategy keeps your core memberships simple, while allowing you to monetize high-value, high-effort programs separately.

Final Thoughts

Smart membership pricing isn't just about making more money — it’s about shaping customer behavior, building loyalty, and growing a thriving community.
 By structuring your day passes, week passes, and memberships strategically, you create an ecosystem where membership makes obvious sense, upgrades happen naturally, and members stay longer.

If you're ready to rethink your pricing, remember:

• Make memberships the best value.
• Keep membership types simple.
• Offer family plans that drive retention.
• Raise prices confidently — with fairness to early members.
• Reserve specialty offerings for add-on revenue.

A small change in pricing strategy can unlock major growth for your business.