As a gym owner, you’re always trying to find ways of closing more sales. And if you’ve ever offered a Lifetime discount to do this, you’re not alone. But as common as this tactic is, the data shows us that those Lifetime discounts are hurting you more than they’re helping. Increasing your ARM – average revenue per customer – will be a critical part of your success, and yes, that probably means rethinking and removing that discount from existing memberships to help move your business forward. Let us show you how. 

Create a Communication Cadence

So you’re about to drop a pricing change on your members. The easiest way to soften tough conversations is to build a consistent communication rhythm with your clients. If you don’t already have one, start now. Regular updates give you natural openings to share changes—like a price increase—without blindsiding people. I know you can’t go back in time and start this now, but remember that this likely isn’t the last time you’ll have to share this kind of news with your community. 

The best time to plant a tree was thirty years ago. The second best time to plant a tree is right now. Get in this habit and your life gets easier down the road. 

Annual messages are a start, but bi-annual messages are better. Think of it as your “state of the company,” where you share highlights, challenges, and upcoming plans. Keep it honest and transparent. Members care about you and your success—leverage that trust.

  • Share both wins and struggles.
  • Never complain.
  • Forecast changes in a way that’s relevant.
  • Humanize your business.

Do Your Homework

Run the numbers thoroughly. How many members are affected? What’s the exact adjustment they will need to be ready for? How many can you lose and still break even? Remember – even though increased revenue is the goal, even flat revenue with fewer members can be considered a win—less wear on your equipment, fewer accounts to manage, and fewer headaches overall.

Confidence is critical here, and confidence comes from knowing and understanding the financial implications of your decision inside and out. Build the spreadsheet. Understand your revenue opportunity, customer impact, and break-even point before you move forward.

Have a POV

Avoid projecting any ambiguity or randomness. In this case, adjusting membership prices across the board to retire discounts and be more consistent & fair to all members; so that you can continue reinvesting in the business (updated equipment, expanded schedules, etc.). What you can’t do, is mess with people’s finances without justification.

Finally, stand firm in your decision. Confidence is critical. As a coach, you know this already. The more conviction you have when you’re teaching an athlete, the easier it is to get the point across. 

  • Be clear and concise.
  • Be honest.
  • Practice with coaches or trusted members.
  • Speak with conviction, like you would as a coach.

One For All

When it comes time to share the news. I suggest one email that goes out individually to your affected members. No mass emails here. It can be the same email template, but should be sent to one recipient at a time and specify the exact change in price that the member can expect and when. Remember, even if the price increase only adds up to the cost of a cup of coffee, you should take this seriously and avoid downplaying it. So along this line, take the time to draft a real message in your own words and in your own voice that is direct, but empathetic. Direct, but disarming. 

  • Write your own message, in your voice.
  • Keep it short.
  • Don’t mix topics.
  • Share effective dates and next steps.
  • Offer a direct line to you.

Get the free template you can use for this email.

Expect Pushback

Some people will be upset. That’s normal. Don’t get defensive. Talk face-to-face (or by phone), stay consistent with your POV, and repeat your key points. Communicating and facilitating these discussions is part of the job. So, just take a breath and get ready for a few challenging discussions. 

  • Never avoid a conversation. 
  • Always aim to have the conversation face to face, or at least by phone (people are much more comfortable being difficult and unruly from behind a screen. Even though it feels harder, looking a frustrated member in the eye during this discussion will save you down the road.) 
  • Remember – it’s not their fault, and they’re not wrong for being mad. 
  • Be consistent with your messaging – people need to hear things 10x before they hear it the first time. Just stick to your talking points. 
  • Begin at the end – “I have to do this for [reason], and I want you here long-term—how do we make that happen?”

Get the free template you can reference for any ongoing conversations. 

Expect Obliviousness

Months later, a handful of members will “notice” for the first time. These are the people who deleted your email without opening it and who check their credit card statements once per year. No problem—pull up your original email and walk them through it calmly. Here again, no reason to be upset, it’s just part of the game. 

Do It Now

Dragging your feet only doubles the pain. Like tackling Fran, the anticipation is worse than the workout. Grip, rip, and get through it—you’ll be better on the other side.