Pricing private sessions and group classes differently is the fastest way to unlock revenue growth in a stretching studio—but getting the math wrong can torpedo your margins or price yourself out of the market. The key is understanding your costs, your target client, and what each format actually delivers in value. Here's how to build a pricing strategy that works.
Understand Your Actual Costs
Before you set a single price, know what it costs to deliver each service. For private sessions, factor in:
- Therapist or specialist labor (usually 50–70% of revenue in this niche)
- Studio space allocation (per-hour overhead)
- Equipment wear and liability insurance
- Any pre-session assessments or custom mobility plans
Group classes spread overhead across more clients, but you still need to cover:
- Instructor salary or hourly rate
- Facility rental or mortgage (divided by class size)
- Insurance, music licensing, and props
A typical stretching studio allocates 40–50% of group class revenue to labor and facility costs. Private sessions typically run 55–65% when you factor in the one-on-one attention and customization.
Private Session Pricing Strategy
Most stretching and mobility studios charge $60–$150 per private session (30–60 minutes), depending on your location, therapist credentials, and service depth.
Start here:
- Entry-level (newer studio, basic stretching, 30 min): $50–$75
- Mid-market (established location, certified mobility specialist, 45 min): $85–$120
- Premium (senior therapist, comprehensive movement assessment + session, 60 min): $120–$180
If you're offering specialized services—like assisted stretching for athletes, post-injury rehabilitation, or custom mobility protocols—you can command the higher end.
The math: if a session costs you $35 in labor and overhead, a $100 price gives you 65% gross margin, which is healthy for the wellness space. Test increasing your price by 10% quarterly and track booking volume; you'll find the ceiling quickly.
Group Class Pricing Strategy
Group classes are your profit multiplier. A single instructor leading 12–15 people generates far more revenue per labor hour than private sessions.
Typical range: $15–$35 per class (45–60 minutes).
- Budget-friendly (drop-in, all-levels, 45 min, studio with lower overhead): $12–$18
- Standard (45–60 min, themed classes like "deep stretching" or "mobility for runners", 8–15 capacity): $20–$28
- Premium (small class, 60 min, specialized focus like "pre-sport activation" or "post-surgical mobility", 6–10 capacity): $28–$40
Profitability check: If an instructor earns $25/hour and teaches 3 consecutive classes (3 hours) to 10 people per class, that's $750 revenue and $75 labor cost per session—72% margin before facilities. That's the model that scales.
Bundle and Package Strategy
Bundles drive commitment and improve unit economics:
- 5-class pass: Price it at 15% discount (e.g., 5 classes at $22 = $110 instead of $120 if drop-in is $24)
- Monthly unlimited: $79–$149 (works for studios with 4+ classes per week)
- Private session packages: 5 sessions at 10% off, 10 sessions at 15% off
- Hybrid memberships: Unlimited groups + 1 private session monthly
Packages lock in recurring revenue and reduce price-shopping behavior. Most studio owners find 40–50% of revenue comes from packages, not drop-ins.
Competitive Positioning
Look at 3–5 comparable studios in your market (or nearby if rural). Note their private session prices and class fees, but don't anchor to them blindly—your location, therapist credentials, and amenities matter.
If you're in a premium area (urban, affluent neighborhood), you can price 20–30% higher. If you're competing on accessibility in a more price-sensitive area, don't go below $60 for private or $12 for group without raising prices elsewhere.
Distribution and Visibility
Price only works if people know about you. Listing your services on platforms like Mercoly helps you get discovered, win leads, and streamline how you sell packages and memberships—all in one place. Most studios that list services online see 25–40% faster booking growth compared to relying on word-of-mouth alone.
Frequently Asked Questions
Q: Should I offer introductory rates to new clients? Yes—offer a first private session at 20% off or a discounted 2-class package ($25 for 3 classes instead of $24 each). This removes friction and lets clients experience your quality before committing.
Q: How often should I raise prices? Annually, ideally 5–8% in line with inflation and demand. If you're fully booked, raise prices immediately; if you're below 70% capacity, hold steady and focus on marketing.
Q: Can I charge differently for different class types? Absolutely. "Advanced mobility" or "sport-specific" classes can run 15–25% higher than beginner all-levels classes because they attract a client willing to pay for specialization.
Start with your costs, test your prices monthly, and adjust based on booking patterns—then list your services where potential clients search.