How to price yoga memberships and class packs

Find the pricing sweet spot that fills your studio and pays your bills.

Understanding yoga studio economics

Before setting prices, understand your costs:

• Rent and utilities

• Teacher pay (typically 30-50% of class revenue)

• Insurance and legal

• Marketing and software

• Props, cleaning, maintenance

• Your own salary

The three pillars of yoga pricing

1. Drop-in rates

The single-class rate anchors all other pricing:

• Budget studios: $15-20

• Mid-market: $22-28

• Premium/boutique: $30-40+

Your drop-in rate should cover:

• Teacher pay for that class

• Proportional overhead

• Small profit margin

2. Class packs

Class packs encourage commitment without the pressure of unlimited:

#### Standard pack structures:

• 5-Class Pack: 10% off drop-in rate

• 10-Class Pack: 15% off drop-in rate

• 20-Class Pack: 20% off drop-in rate

#### Pack expiration:

• Short expiration (30-60 days): Creates urgency, higher revenue per student

• Long expiration (6-12 months): More attractive, lower urgency

• No expiration: Most student-friendly, risk of dormant packs

#### Example pricing (based on $25 drop-in):

• 5-Pack: $112.50 ($22.50/class)

• 10-Pack: $212.50 ($21.25/class)

• 20-Pack: $400 ($20/class)

3. Unlimited memberships

The holy grail of studio revenue:

#### Monthly unlimited options:

• Month-to-month: Full price, cancel anytime

• 3-month commitment: 10% discount

• Annual commitment: 15-20% discount

#### Pricing unlimited memberships: Calculate based on expected attendance:

• Average member attends 8-12 classes/month

• Price monthly unlimited at 8-10x your discounted class rate

• Example: If 10-pack is $21.25/class, unlimited = $170-212/month

#### Autopay is essential:

• Require automatic billing for memberships

• Send renewal reminders 5 days before charge

• Have a clear cancellation policy (30 days notice)

Intro offers that convert

The new student journey

First-time students need an incentive to try your studio:

#### Popular intro offers:

• 2 weeks unlimited: $39-49

• 30 days unlimited: $59-79

• First class free: (Use carefully—can attract freebie seekers)

• 3 classes for $30: Good for testing commitment

#### Intro offer rules:

• One per person, ever (track by email)

• Valid at one location only

• Cannot be combined with other offers

• Expires if not used within 30 days of purchase

Converting intro students to members

The real goal is conversion:

• On day 1: Welcome email, how to book classes

• Week 1: Check-in email, offer to answer questions

• Week 2: Highlight membership benefits

• Days 12-14: Conversion offer (10% off first month of membership)

Track your intro-to-member conversion rate. Aim for 20-30%.

Corporate and group pricing

Corporate wellness programs

Partner with local businesses:

• Offer 10-20% discount for employee groups

• Provide monthly invoicing

• Consider on-site classes for larger companies

Private group rates

For parties, team events, workshops:

• Price private sessions at 3-5x a normal class

• Require minimum attendance (8-10 people)

• Charge per person above minimum

Premium add-ons

Teacher training and workshops

High-margin revenue beyond regular classes:

• Weekend workshops: $50-150

• Multi-week series: $100-200

• Teacher training (200hr): $2,500-4,500

Retail

Props and merchandise:

• Mats, blocks, straps, bolsters

• Studio-branded apparel

• Healthy snacks and drinks

Typical retail markup: 50-100% over wholesale.

Raising your prices

When to raise prices

• Annually (even if just 3-5%)

• When you're consistently at capacity

• When your costs increase

• When you add significant value (new teachers, renovations)

How to communicate increases

• Give 30-60 days notice

• Explain the value (new investment, better experience)

• Grandfather existing members for 1-3 months

• Offer locked-in rates for annual commitments

Script example:

> "Starting [date], our membership rates will increase by $10/month. This allows us to [add new classes/retain amazing teachers/upgrade equipment]. Current members on autopay will keep their rate through [date]. Thank you for being part of our community."

Competitive analysis

Research your market

Visit or call 3-5 competing studios:

• What are their drop-in rates?

• What membership options do they offer?

• Do they have intro offers?

• What's included (towels, mat rental, etc.)?

Position yourself

• Budget: Compete on price, volume-based model

• Mid-market: Balance of value and quality

• Premium: Charge more, deliver exceptional experience

Pro tips

• Keep it simple: 3-4 pricing options is plenty

• Display prices clearly: Don't make students guess

• Offer a "best value" option: Guide students to memberships

• Track metrics: Know your average revenue per student

• Review quarterly: Adjust based on data, not gut feeling