LET’S MAKE SOME PIZZA!
Most gyms follow a one-size-fits-all pricing model—offering two or three membership tiers that bundle together various services. Want to bring a friend? That’s only in the premium plan. Need access to small group training? That’s an upgrade. Even something as simple as towel service is locked behind a specific tier.
But what if we turned this model on its head? Instead of forcing customers into predefined packages, why not let them build their membership plan?!
The Pizza Model of Gym Memberships
Imagine walking into a pizza shop and being told you only have three choices: Veggie, Meat, or Plain. No custom toppings, no mix-and-match options, just pre-baked selections. Frustrating, right?
That’s exactly how most gym memberships work today. You’re either overpaying for features you don’t use or missing out on things you actually want because they’re locked in a higher tier.
What If Gyms Let The Member Choose
Instead of rigid tiers, members could select what actually matters to them:
– 24/7 Access – Need it? Add it. Prefer off-peak hours? Pay less.
– Personal Training Sessions – Pay only for what you’ll use, not an expensive bundled package.
– Group Classes – Love yoga but don’t need HIIT? Pick your classes, skip the rest.
– Amenities – Want sauna and towel service but not childcare? No problem.
– Retail Discounts – Opt-in for exclusive member perks at the café or pro shop.
Why This Works
Reduces Churn – Members feel they’re paying for value, not wasting money on unused services.
Increases Revenue – Custom pricing attracts more customers, including budget-conscious and premium seekers.
Better Member Experience – Gives customers exactly what they want, enhancing loyalty and satisfaction.
The fitness industry is long overdue for a pricing revolution. The choice and flexibility that solutions like ClassPass and Wellhub provide is testament to the value that individualized choice brings consumers. Don’t force members into rigid options— empower them to choose.
