“People won’t pay that much for training…”

It’s one of the most common things gym owners say – and one of the biggest misconceptions in the business.

The truth here is that price usually isn’t the issue. It’s how the value is perceived. And dropping your rates to stay competitive almost always leads to the same outcome: a race to the bottom.

In this episode, Tim and Randy break down the pricing trap so many gyms fall into – and why offering the same type of training with the same messaging as everyone else leaves price as the only thing to compete on. That’s when profit shrinks and clients start to churn.

But it doesn’t have to be that way.

A unique, clearly positioned service – like scalable semi-private training – lets you stand out and charge accordingly. When clients see the difference, they don’t question the price. They see the value.

This episode is all about helping gym owners confidently raise rates, boost retention, and build a business that attracts loyal, high-value members. If you're tired of blending in and ready to grow, this is the shift that makes it happen.

Tune in and take notes.

Key Takeaways:

• Intro (00:00)
• Price point limits profitability in CrossFit model (01:00)
• Community isn’t enough to justify premium pricing (04:55)
• Semi-private model offers higher perceived and real value (07:40)
• You can’t bolt CrossFit onto a semi-private model (11:20)
• Market determines value – not the owner's passion (13:32)
• Owners should pivot, not just work harder in bad models (19:10)

Additional Resources:

- Schedule your SpringBoard call

- Stop the summer slump before it starts - slash membership freezes by 50%

- A tool for deciding on new gym services – 5-Question Matrix

- Get 30 days of Semi Private Pro on us!

- Apply to join the Iron Circle

- Get your early bird ticket for the 2025 Growth Summit in Nashville

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- SOP in a Day Workshop

- Switch to Semi Private course

- Business Accelerator Program

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