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New Pricing Structure for Fitness Classes -- Two Out Of Three Ain't Bad

Posted Jul 26 2010 12:00am
We've been offering exercise classes as part of our wellness program since the beginning of 2008. We typically have three classes per day -- 7:30 a.m., 4:00 p.m. and 5:00 p.m. Staff members have been signing up for 8 week sessions and paying $5.00 per class. The $5.00 covers a significant portion of the cost of offering the classes and it helps to make people feel committed to attending. Twenty-five percent of our staff have been taking at least one exercise class per week. Ten staff members take three or more classes per week.

We recently sat down and brain stormed various pricing models with goals to (1) encouarge people to make a long term commitment to exercising, (2) make our classes more affordable, and (3) increase enrollment. We also thought it would be nice to ease the administrative burden if we could do so without compromising any of our other stated goals.

We decided to try a 12 week session instead of the 8 week session we had been offering. This flier describes what we came up with.
This new 12 week session starts today, July 26, and runs through October 10th. Our enrollment actually decreased by three people (5%) which is disappointing. We lost our step instructor for the month of August and a couple of these folks are waiting for the next session of our step class to start in September. In the meantime, we plan to offer a kettlebell class for the month of August. Hopefully that will attract a few more people. Sign-ups for that start tomorrow.

The average number of classes taken increased from 1.8 to 2.02 -- 12%, so we met this goal. The feedback from people on the new pricing structure has been positive with only one exception, so I think we also succeeded in making the classes more affordable. So, we met two of our three goals. Enrolling people for 12 weeks and eliminating credits for the first canceled class definitely eases the administrative, so we accomplished that too. 
We are always listening to the feedback we get from the staff and making adjustments, so we'll see how this goes and decide how to proceed for our next session in October. If you have any suggestions, please share them.

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