Let’s face it… raising your prices is one of the most uncomfortable things you can do as a gym or studio owner.

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You worry your members will leave.

You stress about the timing.

And you don’t want to sound like you’re chasing money.

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But here’s the truth:

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With rising staff costs, minimum wage increases, and inflation across the board, keeping your prices the same could be what really hurts your business.

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This blog breaks down how to increase your rates sensibly, fairly, and without drama… so your members stay happy and your business stays profitable.

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💷 First: Let’s Talk About the Economic Climate

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As of the 2025 Autumn Budget, here’s what UK fitness businesses are facing:

• Minimum wage is increasing again in 2026 (adding pressure to payrolls)

• Inflation is still high - utilities, rent, equipment, insurance… all up

• The cost of running your business is rising (and your pricing needs to reflect that)

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Staying profitable isn’t about greed.

It’s about survival, growth, and being able to deliver the experience your members deserve.

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🕒 When Is the Right Time to Raise Prices?

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A smart time to review your pricing is the start of a new year.

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January = fresh mindset, new goals, higher motivation to invest in themselves.

You can also frame it as part of your 2026 improvements:

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“We’re upgrading, evolving, and investing in an even better experience this year.”

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Other good times:

• When you launch a new programme or facility upgrade

• When you’ve added clear value (more classes, new equipment, better service)

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Avoid mid-month or random changes with no context! Those are the ones that catch people off guard and create friction.

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💸 How Much Should You Raise?

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It doesn’t need to be a huge jump.

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In fact, smaller increases (every 12 to 24 months) are often easier to absorb and justify.

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Here’s an example:

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📈 If you charge £89/month and raise it by just £6…

That’s £72 more per member per year.

With 100 members, that’s £7,200 in extra revenue annually.

With 200? That’s £14,400… with no extra workload.

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That’s a new ad budget.

Or upgraded equipment.

Or part of a new hire.

Or even a holiday to the Maldives (just try not to rub it in too much 😅)

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🤝 How to Raise Prices Without Pushing People Away

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Here’s the key: it’s not about the price. It’s about the way you do it.

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Follow this simple playbook:

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1. Give plenty of notice

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Let members know 4-6 weeks in advance. Nobody likes surprises.

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2. Be transparent

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Explain why. Share the rising costs of running a great facility and your commitment to reinvesting in their experience.

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3. Reinforce the value

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Remind them what they’re getting:

• Expert coaching

• Accountability

• Supportive community

• Flexible times

• Clean, safe space

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They’re not just paying for gym access… they’re paying for results and care.

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4. Grandfather current members (optional)

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Offer to lock in the old rate for anyone who commits to a longer-term membership (e.g. 6 or 12 months). This rewards loyalty and boosts retention.

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🧠 Mindset Shift: It’s Not About Charging More… It’s About Matching Your Value

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If you haven’t raised your prices in 2-3 years, chances are:

• Your overheads have gone up

• Your service has improved

• And you’re still charging 2021 rates in a 2026 economy

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That’s not good for you, your team, or your business long-term.

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Remember, people pay for what they value.

And if you’ve built something great, a small increase won’t scare them off. It’ll position you as a serious business that’s here to stay.

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📈 Ready to Attract Members Who Will Happily Pay Your New Rates?

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One of the best things about raising your prices is this:

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New leads don’t know your old prices.

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That means you can start fresh… with better margins, a better offer, and a stronger business model.

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If you want help launching a campaign that attracts high-quality members that are ready to commit and pay what you’re worth…

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👉 Book a free call with the FitPro Lead Gen team

We’ll help you fill your studio with leads who expect a premium service (and are happy to pay for it!).

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Click here to book your strategy call

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Let’s grow your business, not just your membership list.