HOMEWORK #2
Your Pricing System Sucks – Let’s Fix It!

OVERVIEW: Long term students should be rewarded with extremely low membership prices, short term students should be discouraged with high prices.

“Last month was great, but I did way too much yoga…”

– Nobody (ever)

HOMEWORK: Make your single class price (or your private class price) deliberately expensive. It should be expensive enough so that students regularly ask, “Why is one class so expensive?”

When students ask, explain to them honestly: “It’s expensive because we don’t actually want anyone to buy it. With one class, you won’t get the results you’re looking for with yoga.”

Remember, you want to be in the membership business, not the concert ticket business. Members transform their lives, develop friendships, improve their health, and make you proud. One-off students drain your energy, make your community feel transient, and don’t get the real benefits of yoga.

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