A little background is always a welcome insight... Back in 2007, when Patrick entered into the Pilates teaching scene, he quickly saw a flaw with traditional fitness pricing. A flaw that, for most studios, probably works just fine for them. I was not happy with "just fine." Here is what I saw:
Clients would come in and buy package of eight private sessions to get started in Pilates. $400 spent in week #1. Then, after a few sessions, they would want to take an equipment class (week #2) and needed to purchase another package of 8 equipment classes. $240 spent in week #2. The next week they would drop to only one private per week and would be interested in taking a mat class and needed to purchase yet another package of 8 mat classes. $96 spent in week #3. Then, the next week, be free from payment. $0 spent in week #4. But the week after that, they would be out or private sessions and need to purchase another package. $400 spent in week #5.
So after collecting $1,136 in the first 5 weeks, the client is now ready to continue this constant barrage of ending packages until their bank account runs dry.
The use of sessions for that month looks like this:
7 private sessions (1-2 per week), 4 equipment classes (1 per week), and 3 mat classes (1 per week). Total use is $506 for the month. This is how Pilates gets the reputation of being "expensive." Paying $1,136 for $506 worth of sessions in order to get a "better package price."
So, I changed it up...
I created a base of units. 1 unit for a mat class. 2 units for an equipment class. 3 units for a semi-private session. 4-5 units for a private session. With this base, Clients could purchase packages of 10, 20 or 40 units. So the same 5 weeks with this new pricing structure would cost $440 for a package of 40 units, and that same client would have used 39 units over those 5 weeks. The client got a better deal, and is able to control the use and expenditure.