How to analyze market trends for gym pricing strategy

Running a gym isn’t just about equipment. It’s about attracting members, keeping them, and staying profitable. Pricing plays a huge role in this balance.  Too high, and you lose potential members. Too low, and your gym might struggle to thrive. The key? 

Understanding market trends. 

You can create a gym pricing strategy that boosts your bottom line by analyzing your audience, competition, and industry shifts. In this blog, we’ll explore actionable steps and data-driven approaches to help you set the perfect price, ensuring your gym stays competitive and profitable. Let’s build more innovative pricing together. 

Why gym pricing strategy based on trends works 

Market trends tell you much about what people want and are willing to pay. After the pandemic, for example, many fitness enthusiasts wanted both in-person and virtual fitness options. 

A McKinsey report from 2021 found that 50% of gym-goers preferred hybrid memberships. These trends are like clues. They help you set prices that match what your members want. 

By following market trends, you can: 

• Stay ahead of the competition 
• Offer prices that your members find fair. 
• Earn more without scaring people away. 

1. Know your members 

The first thing to do is understand who your members are. Are they young professionals who like boutique classes? Are they parents looking for affordable options? Knowing this helps you decide what to charge. So: 

• Send out simple surveys or feedback forms. 
• Read social media comments and reviews. 

Look at data like their age, income, and workout habits. 

For example, younger members (like Gen Z) often pay more for unique experiences, such as yoga with music or fitness challenges. On the other hand, older members might look for affordable and no-frills memberships. 

2. Study your competition

Your competition has a lot to teach you. Check their prices, what they offer, and what members like about them. If the gym down the street charges $50 a month and includes group classes, but you charge $70 without classes, it might explain why fewer people are signing up. 

Ways to study competitors: 

• Visit their websites to see pricing plans. 
• Try their free trials to experience their services. 
• Read reviews to spot what members like or dislike. 

This isn’t about copying others. It’s about learning what works and doing it better. 

3. Watch the economy 

The economy affects how much people are willing to spend. For example, in 2023,  inflation caused many people to cut back on extra expenses, like gym memberships.

PR newswire reported that 20% of gym members downgraded or paused their memberships during tough times. 

To keep members during these periods, try offering flexible pricing options, like: 

• Pay-as-you-go plans for those who don’t want long-term commitments. 
• Tiered memberships with basic, standard, and premium levels. 
• Seasonal discounts to attract members during slower months. 

4. Follow trends for an effective gym pricing strategy

The fitness world changes fast. Trends like virtual workouts, wearable technology, and wellness-focused gyms are growing. For example, virtual fitness classes have grown by 30% each year since 2020. 

If you offer online classes alongside in-person options, you can charge more for hybrid memberships. The key is to stay informed so you can adjust your price to match what’s popular. 

4. Use data to make smart choices

Numbers don’t lie. Check your gym’s data regularly to see what’s working. 

What to track: 

• Retention rates: if members leave after three months, your pricing or services might need a change. 
• Class attendance: Are some classes packed while others are empty? Popular classes might justify higher prices. 
• Revenue sources: What services bring in the most money? 

Gym management software can help you collect and understand this data. For example, if dropping your price by $5 brings in 30% more members, that’s a smart move. 

6. Look at local conditions 

What works in one city might not work in another. In wealthier neighborhoods, members might expect premium facilities and personalized services. In budget-conscious areas, affordability matters most. 

Tips to analyze your local market: 

• Check average income levels in your area.
• Look at pricing from nearby gyms. 
• See if there are trends like boutique studios or wellness programs nearby. 

7. Test and adopt 

No pricing strategy is perfect from the start. Test new ideas on a trial basis and ask for feedback. 

Try offering two groups with slightly different membership plans and see which performs better. If one gets more sign-ups, you’ll know which direction to take. 

8. Show value, not just price 

People aren’t always looking for the cheapest gym. They want value. A 2022 Deloitte study found that 42% of consumers care more about the value than the cost. 

Ways to add value: 

• Offer free nutrition advice or wellness workshops 
• Include perks like a towel service or discounts on supplements. 
• Highlight personal training programs. 

Members who see the value in what you offer are more willing to pay. 

Key stats for gym pricing strategy

Here are gym membership statistics that show why membership pricing decision matters: 

• Retention vs. acquisition:  It costs 5-25 times more to get a new customer than to keep an existing one. 
• Hybrid memberships: 60% of gym members prefer online and in-person classes. 
• Customer experience: 86% of people say they’ll pay more for excellent service. 

Simple pricing tips to try

• Use charm pricing: Set prices like $49.99 instead of $50. It feels cheaper.
• Bundle services: Combine gym access with personal training or group classes to make your plans look more valuable.
• Dynamic pricing: Offer discounts during off-peak hours or raise prices during busier months, like January.

Final thoughts

Pricing your gym isn’t about being the cheapest or the most expensive. It’s about finding the sweet spot where members see the value and you earn enough to keep growing. 

Start by understanding your members and learning from your competition. Use data and trends to adjust your strategy. And remember, flexibility is key. What works today might need tweaking tomorrow.

With a thoughtful approach, your pricing plan can help you build a thriving gym where members keep coming back.