How to Value and Structure Your Membership Tiers + Class Packs
Understanding how to leverage and utilize your Memberships and Class Packs is crucial to your success as a fitness professional, especially if you’re looking to do it long-term. Not only are these great tools for earning predictable revenue, but it’s also a way to turn drop-in clients into loyal members and increase your overall income.
So what’s the best way to use Memberships and Class Packs? Let’s break it down.
Membership Tiers Best Practices
Memberships serve as a way for your clients to save money while committing to more of your classes and content. This also helps to build a close-knit community among your members, inspiring word-of-mouth referrals.
Having multiple tiers with varying prices and benefits helps to make accessing your “inner circle” more approachable, while also creating a sense of “fear of missing out” to entice clients to move up in membership tiers.
Understanding Your Tiered Pricing Strategy
The most basic concept of tiered pricing is that it lets you sell less or more of your services at different price points to attract a wider variety of clients.
Your prices should match the services, classes, and features that you provide to your clients – tailoring each tier to the needs and use cases of your clients.
For example, one client may only use VODs and never wants to take a live class, while another client may love live classes and uses VODs to supplement their missed workouts.
These are just two of the many use cases you should keep in mind when creating your tiers.
What’s A Good Pricing Structure?
The most popular and widely used pricing structure is the three-tiered pricing model shown below.
Basic: This basic tier should include the basic fundamental services that you provide. For example, this might only include live classes both virtually and in person.
Standard: This standard tier should include all the benefits and services of your basic tier PLUS some more features. This gives your clients more benefits at a better price. For example, this tier might include your basic services with an added bonus of unlimited access to your VOD library.
Premium: This premium tier should include all your services and benefits, allowing your clients to fully utilize everything you have to offer at a great price. For example, this might be an all-inclusive membership.
How Many Tiers Should You Have?
Having three tiers is what we recommend. As a helpful blueprint, Sommos has 3 pre-created tiers to help you do exactly this.
The tiers include:
- All Access - On-going pass to all your classes, events, video content, and posts
- Live Community & Member Posts - Access to classes & posts, but no VODs
- Community Member Posts - Only access to posts
These tiers encompass most scenarios of what a client would want from a fitness professional, depending on your business model you might want to consider using all of these tiers or only a select few.
What if you don’t need three tiers?
Some instructors find it beneficial to only have one tier. This is an “All Access” tier that makes signing up for their classes easier for their clients.
Not having to worry about paying for each class individually and only having to worry about a monthly subscription to access all your classes and content helps clients save time, energy, and makes it easier for them to commit to their goals.
These are all suggestions and based on your business model, you can also create a completely customized tier with custom benefits that are linked outside of Sommos such as merch deals or affiliate links to supplements.
Class Packs: How to Use Them
Class Packs are a great way to help clients that aren’t ready to fully commit to a membership still get multiple classes under their belt at a better rate than just being a drop-in client.
These bulk purchases help you fill up your classes, get monthly commitments, and are a way to introduce an intermediate step before Memberships.
They’re also great for saving you time because you don’t have to be “selling” single classes to clients on an ongoing basis.
Ultimately, leveraging Class Packs helps you create relationships and bonds with clients that show up to your class multiple times, leading to more Membership sign-ups in the future.
Should You Use Class Pack Expiration Dates?
You’re able to set an expiration date on the Class Packs you create to make a sense of urgency, but that’s entirely up to you.
Expiration dates tend to hold your clients accountable for using their entire Class Pack or else they’ll be losing money on their purchase.
On the other hand, some instructors choose to create Class Packs that never expire, giving their clients the flexibility to take classes at their own pace.
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