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Business Management

How Much to Charge for Group Fitness Classes: By Class Type

In our immensely popular post, “Pricing Your Group Fitness Classes,” we broke down in detail how smart fitness business owners factor in everything from local real estate costs and market competitiveness to instructor pay and average class size to determine their per class and package pricing. With the overwhelming response to that post, we decided to bring you more of the latest pricing intel... based on fitness class type💪

March 23, 2022

Whether you’re a boutique fitness studio owner or a solo personal trainer, one of the most important decisions you’ll ever make for your business is how much to charge for group fitness classes.

And it’s not easy to figure that out, is it? 

In our immensely popular post, “Pricing Your Group Fitness Classes,” we broke down in detail how smart fitness business owners factor in everything from local real estate costs and market competitiveness to instructor pay and average class size to determine their per class and package pricing. 

With the overwhelming response to that post, we decided to bring you more of the latest pricing intel… based on fitness class type💪

Here we’ll take a close look at: 

  • how fitness businesses set group fitness class pricing
  • how much studios and trainers charge for different types of group fitness classes
  • the secret value-enhancers boutique fitness studios use to charge more for group fitness classes. 

First things first, though – let’s clearly define what you’re trying to accomplish.

Goal #1: Do you want to increase your total number of customers? 

It might seem obvious that reducing your prices to below what your competition is charging per class might instantly pack your group fitness classes. 

BEWARE, say fitness industry experts. 

When you charge less, consumers perceive the quality of your classes as average or, “nothing special.” 

And with boutique studios popping up on every corner and big-box gyms getting creative with their group fitness class offerings to compete, the last thing you want your fitness brand to be known for is being cheaper. 

Time and experience have shown that people are more than happy to shell out $35 to $45 per class to work out at trendy boutiques like Soul Cycle (spin), [solidcore] (Pilates), or Rumble (boxing). 

That may sound like a lot of money, but consider this:  human psychology proves that consumers assume higher-priced goods mean a higher quality product. 

By focusing on your customers’ experience and adding mad value, you may gain way more customers in the long run with higher-priced group fitness classes. 

Goal #2: Do you want to increase your margin? 

Charging more for group fitness classes may seem like a great way to quickly increase your margin. 

But, with a price increase, your customers will expect an equally elevated experience. 

Be prepared to ask yourself these important questions:

  1. Are your instructors top-tier in your area?
  2. Are they being paid accordingly?
  3. Are your facilities spotless? 
  4. Do you offer spa-quality amenities in your space?
  5. Do you invest in best-in-class customer service training for your staff? 

If you answered ‘no’ to any of these, you may need to initially spend more to make more. 

However, if you truly don’t need to invest in any of these areas, and you believe that the quality of your group fitness classes and client experience is top-notch, then you may be in a position to increase that oh-so-critical profit margin by upping your per-class pricing. 

Goal #3: Do you want to elevate the status of your studio by increasing prices?  

As we’ve already mentioned, charging more for group fitness classes is a way to create instant perceived value in your market – if you’ve got the high-end VIP client experience to back up your pricing. 

Have you thought outside the box when it comes to delighting the senses of your lucky students?

Here are some ways super-successful boutique gyms deliver the extra-special experience that their clients are willing to shell out $40 a sold-out-class to compete for.

1. Dim the lights and light the candles

We’re not sure exactly why, but most super-lux workouts seem to happen in low-lit studio rooms. Maybe it’s the fact that body contours are less visible, or it feels like a spa, but high-end clients appreciate the sort of lighting they’d find when fine dining. Use battery-powered, wax-coated candles for mood enhancement. 

2. Consider aromas. 

If your group fitness classroom smells like a gym where 10 sweaty guys just got done powerlifting, you aren’t signaling to the ladies that just walked in that they’re about to encounter a luxury workout. 

Make sure that you properly air out your fitness rooms between classes, use fresh-but-not-offensive smelling cleaning products, and consider using essential oil diffusers to fill your space with a pleasant odor.

3. Customer care. 

Just like in the world’s top restaurants and clothiers, high-end fitness studio owners know that the ultimate secret to raving, loyal fans is VIP customer service. 

Map your customers’ journey from the moment they first interact with your fitness business to the moment they walk out the door (or click “end” on their video). 

Perhaps you should consider creating a specific staff training program for every member of your team so that the experience you deliver is consistently second-to-none.  Did you know that Soul Cycle has an 8-week long training program for its staff?  Outstanding customer care doesn’t happen by accident, and it’s a worthwhile investment.

4. Add or up-level amenities

You can spend a lot on the extras – like Chanel products in the locker room – but you don’t have to. 

Think of your group fitness space as a 5-star hotel:

  • If you offer towels, use good laundry detergent and bleach if necessary to ensure they’re fluffy and white and folded or rolled perfectly for each customer. 
  • If you offer soaps and lotions in your dressing areas, put them in attractive pumps.
  • Purchase products with pleasant aromas. You can buy such products in bulk on subscription from stores like Amazon to save money, but you can present them as if you were a fancy NYC boutique.

5. Keep hydrated in style.

If not, it’s not very costly to get a refillable water tank and display from your local water delivery company (the same company that delivers to offices, for example). 

How to Price Your Specific Type of Group Fitness Class

All of this said, there can be big differences in how group fitness classes are priced depending on the type of class. 

No matter what type of classes you offer, we break it down here. 

Spin/Cycling Class Pricing Guide

Price range: Classes cost on average between $15 and $45 each for drop-in rates, depending on the length of the class and location of the studio or gym. Classes are highest on the coasts and in larger urban areas but can be as low as $10 in smaller cities and at university fitness centers.

Common pricing structures: Many studios and gyms offer better deals if riders buy classes in bundles. The more you buy, the cheaper the average class costs. A grouping of 10 sessions costs on average around $175 and 20 classes cost around $325.

Online class pricing: You can find free classes on YouTube. Services like Peleton run about $39/mo.

Yoga Class Pricing Guide

Price range: The average cost of single drop-in sessions at yoga studios and fitness centers across the country is $15, although the price is higher in metropolitan and coastal areas, as much as $45

Common pricing structures: Prices decrease when practitioners buy multiple sessions, typically a 5 class or 10 class pass. Some studios offer monthly bundles for a flat fee. For example, the San Francisco chain Yoga Tree offers a variety of packages, including a 1-month plan for $190, which covers up to 30 classes. Monthly unlimited memberships are also popular, averaging around $130/mo. 

Online class pricing: The average cost of an online yoga class is $10. Again, studios tend to offer class passes with packaged pricing. You can also find free videos on YouTube and Instagram. 

Pilates Class Pricing Guide

Price range: Mat classes are usually free with club membership. The average cost for a private Pilates session is typically $50 to $100, although group reformer classes make equipment-based Pilates much more affordable. 

Group reformer classes average around $20-30 a class, but on the coasts and in big cities can be as high as $45 per session

Common pricing structures: Many gyms and clubs offer a multiple-session package that greatly reduces the cost per class and attracts more members. In addition, group reformer sessions (4-10 participants) feel like semi-private classes and are more affordable. Private lessons are around $60 to 150 per session.  Individual instructors and boutique studios often offer single-class group rates as well. These range from $30 to $60 per class. 

Online class pricing: There are a wide variety of online Pilates classes, from mat-based classes that require very little in the way of props and equipment, to reformer classes for those with the machines at home. Prices for monthly online group fitness class memberships run between $10 and $30/mo. 

Boxing Class Pricing Guide

Price range: Boxing classes and group training are widely variable in price and can range from $60 to 300 per month depending on the gym or club. For a group class, the average price is $25 but can go as high as $130

Regional variation:

Common pricing structures: The most common pricing structure is a monthly membership that permits access to the gym anytime. But per class/session pricing is becoming more common as concepts like Rumble that offer hour-long group classes spread nationwide. 

Online class pricing: You can find free training videos on YouTube. A professional membership that gets you unlimited access to training sessions averages around $20/mo. 

HIIT/Circuit Training Class Pricing Guide

Price range: The cost of an interval training or HIIT class will vary depending on your location, but you can expect to pay between $10 and $35 per class. In big cities, the cost could be $45 or more. Drop-in classes will be more expensive than a membership to a local studio.

Common pricing structures: Single class drop-in, multi-class passes, and unlimited monthly class memberships. Prices vary widely depending on whether the studio is a small, raw, box, or fancy boutique studio with locker rooms and amenities. Monthly memberships can range from $80 to $280/mo.

Online class pricing: Free training sessions can be found on YouTube and Instagram. Pro’s charge from $10 to $100/mo. 

Dance/Aerobics Class Pricing Guide

Price range: On average, large group dance classes can cost students between $40 and $160 per month for one dance class per week. The price will depend heavily on the instructor’s training and years of experience. Many dance studios offer private dance lessons by the half-hour or hour. The average price is between $50 and $85 per hour. For dance workouts like Zumba, clients can expect to pay between $5 and $25 per class. 

Common pricing structures: Private lessons, drop-in, and class passes for group dance fitness classes. 

Online class pricing: A monthly membership for an online dance course can range from about $15/mo. to roughly $90/mo.

Martial Arts Class Pricing Guide

Price range: The price for group martial arts classes ranges from $25 – $50 /hr. with the average price for group martial arts classes running $40 per hour. Hiring a martial arts instructor to teach you MMA, you will likely spend between $25 and $50 on each lesson. Monthly memberships run $80-$150/mo. The price of martial arts classes can vary greatly by region and will be more if you live on the coast or in a big city. 

Common pricing structures: Private lessons are common, along with group martial arts classes. Studios prefer to sell packages or membership but will offer single-session drop in prices too. 

Online class pricing: The GMAU (Global Martial Arts University) offers online training for $40/mo. 

So there you have it!  You’re armed with lots of great information and ready to make some changes.  

We think you are worth it!  

Now move forward, serve your people, and make a good living doing what you do best. 💛