Legacy pricing and packages lacked clarity and differentiation
Membership options did not reflect differences in willingness to pay or provide a clear customer upgrade pathway
A US gym operator wanted to improve pricing and packaging across its existing estate while also strengthening price-value perception. Its legacy architecture offered limited site differentiation and lacked a clear, customer-friendly upsell pathway. The business needed to understand how much price headroom existed by location and package, how improvements in facilities, access, and convenience affected willingness to pay, and how to evolve the offer without creating excessive volume risk. It also required a phased roadmap that balanced near-term opportunities with longer-term operational and asset-linked changes.
We tested key pricing and packaging hypotheses using multiple methods, from research to statistical analysis
Consumer research, site and member data, statistical analyses, and market benchmarks were triangulated to build and size future pricing scenarios
Growth hypotheses were explored and challenged early on. Subsequent work included triangulation of multiple inputs to ensure robustness of results:
Stakeholder interviews
Site, member, and population-level data analysis of historical usage patterns and regional variations in willingness to pay
Large-scale customer and prospect research
Local member interviews and site visits
Competitor benchmarking
Insights were translated into differentiated pricing and package scenarios, modeled for demand and revenue impact, and iterated through collaborative workshops.
Phased roadmap: near-term pricing and packaging opportunities, longer-term value from differentiated memberships
The recommendations were structured into short term vs longer-term actions and membership structures. Near-term actions included differentiated price changes based on a combination of site access and package variations, discounts, and identified exploratory options to test in the market before rollout. Longer-term recommendations linked additional price increases to site changes and proposed a new package architecture integration and more differentiated site access.
Recommendations were rolled out in different stage gates, with full impact estimated to generate double-digit revenue growth.
Contactez-nous
Nos experts sont toujours ravis d’échanger avec vous sur vos problématiques. Contactez-nous, nous vous mettrons en relation avec un membre de notre équipe.