Many boutique studio owners start by selling 10-class packs and 20-class cards. While it feels safe to casual clients, class packs create wild revenue volatility, lower member commitment, and double your churn rate.
The problem with 10-class packs
When someone buys a 10-class pack, they ration their visits. They skip weeks when life gets busy. When their pack expires 4 months later, they re-evaluate their entire buying decision. In contrast, monthly recurring direct debit members build a consistent weekly habit.
The ideal 3-tier membership structure
- →Tier 1: 4 Classes/Month (Maintenance / Supplemental) — e.g. $99/mo
- →Tier 2: 8 Classes/Month (The Sweet Spot, 2x/week) — e.g. $169/mo
- →Tier 3: Unlimited Classes + Guest Passes + Retail Perk — e.g. $229/mo
How to price class packs as a penalty
Do not eliminate class packs entirely if your market expects them. Instead, price a 10-pack 25% higher per class than your 8-class monthly membership. Make the recurring membership the obvious, no-brainer financial choice for anyone planning to attend more than once a week.
Predictable recurring revenue is what makes a fitness studio sellable, bankable, and profitable. Shift your marketing focus 100% toward monthly direct debit agreements.