Price increase letter to yoga studio members
Copy it, replace the bracketed bits, send it. Below the letter: the text-message version, how much notice to give, and what to say when they push back.
Hi [NAME], From [DATE], our prices will change: Unlimited monthly: [OLD] → [NEW] [N]-class pack: [OLD] → [NEW] Drop-in: [OLD] → [NEW] Any class pack you already have is valid at the price you paid until it expires. We wanted to show you where a class fee goes, because it is not obvious from the outside. Of every [DROP-IN PRICE]: roughly [PERCENT]% pays the teacher roughly [PERCENT]% pays the rent and heating roughly [PERCENT]% goes to the booking platform and card fees what is left keeps the studio open The biggest single reason for this change is teacher pay. Our teachers have not had a rise since [YEAR], and the good ones are what keeps you coming back. We would rather pay them properly than cut their hours. If the new price does not work for you, talk to us. We have [A COMMUNITY CLASS / A WORK-EXCHANGE PLACE / A CONCESSION RATE] and we would rather you stayed on it than stopped coming. [YOUR NAME] [STUDIO NAME]
How many customers can this price rise lose?
10% ÷ (40% + 10%) = 20%
Open the full calculator, with your prices and customer count →30 days for memberships; class packs already bought are honoured until they expire
5–10% on memberships; more on drop-ins
The text-message version
For the customers whose entire relationship with you lives in a phone. Send it before the visit, never on the invoice.
[STUDIO NAME]: prices change on [DATE] — details in your email, including where your class fee goes. Class packs you already hold are honoured. See you on the mat.
Why it is going up, in words you can use
“Rising costs” persuades nobody because everyone says it. Name the actual driver in yoga and Pilates studio instead:
- teacher pay — the part of the fee that should go up, and usually hasn't for years
- rent on a room that sits empty between classes
- heating the room, especially for hot classes
- booking platform fees taken from every class sold
When they push back
You will hear these within a week. Having the answer ready is the difference between holding the price and folding on the phone.
- "I can just do YouTube at home."
- Yes, they can. "You can, and on some days you should." What they cannot get at home is correction, a room of other people and a time they have committed to. Say it lightly — the argument makes itself the first week they try.
- "The intro offer is cheaper than my membership."
- Intro offers that undercut members breed resentment. Limit intro offers to one per person and keep them short, and consider giving existing members a "bring a friend" version, so the offer rewards members instead of competing with them.
- "I only come twice a week — is unlimited worth it?"
- Do the arithmetic for them. If two classes a week on a pack comes out cheaper, tell them. A member who feels you saved them money stays for years; one who works it out for themselves and feels overcharged leaves.
Is a price rise even the right move for you?
Sometimes it is not. Sometimes the money is in a service plan for customers you already have, or in the job you are quoting below cost without realising. Describe your business in one sentence and you will get three specific moves back — priced per month, with the arithmetic written out so you can put your own numbers in.
Free, no signup, about thirty seconds. If one of them is a price rise, you will get the number to put in the brackets above.
Give me three movesMore letters: health, fitness and wellness
Other trades
A template, not legal advice. If you have a written contract with these studio members, check what it says about notice periods and price changes before you send anything — the contract wins over any template, including this one.