The part-time yogi at the Y charges $10 a session, and the franchise studio down the street charges $200 a month. One seems impossible to make a living with, and the other seems like highway robbery.

You rub your temples and slump into the chair. All that yoga breathwork fades into a heavy sigh. It’s all so confusing.

You’re finally close to striking out on your own, or you’ve been operating for a while and can’t seem to make the studio’s finances work, but you just can’t figure out what to charge.

You want to charge a fair price. But the real question on your mind is how much are they even willing to pay?

Pricing your yoga classes is confusing. If you’re like most yoga studio owners, you probably have a lot of poor and limiting beliefs about the value of your services and the willingness of your market to purchase them.

Trying to copy other yoga studios might help you along, but it’s unlikely to get your business and lifestyle where you want them to be. So, in this article, we’ll explore how to price yoga classes for success (without being unfair).

Common Yoga Class Pricing Models

There are several pricing models service providers like gyms, Pilates, and yoga studios choose from. Let’s consider the benefits and drawbacks of three popular models for setting yoga class prices:

Per Session Model

The per-session pricing model requires customers to pay for each individual yoga session. They do not commit to a monthly membership or have any other long-term obligations. Per-session model prices are often higher than if a person had purchased a package of sessions or joined on a membership plan.

Pros:

1. Charging your clients per session allows them to only pay for the classes they attend. This will be attractive for those with irregular schedules or who want to try a variety of classes before committing to a membership.
2. This yoga class costs model provides the lowest barrier to entry for newcomers. People who are unsure about committing to monthly membership can try your services with a low financial commitment.
3. Per-session pricing may generate more revenue from drop-in customers who attend sporadically or are on holiday in your town. It also allows you to target specific demographics, such as tourists or business travelers, by offering single-session options tailored to their needs.

Cons:

1. Per-session charging may result in fluctuating income levels because you’re relying on people to turn up for each class. This can make financial planning and budgeting more challenging for the studio.
2. This model can make it more challenging to retain members. Since they have not given you a regular attendance commitment, they are more likely to shop around for more cost-effective options.
3. There is a greater administrative overhead with the per-session model. This includes processing payments, tracking attendance, and managing customer accounts.
4. Per-session pricing may cap the studio’s revenue potential, as there is a limit to how much revenue can be generated from individual sessions compared to recurring membership fees.

Cost-Plus Pricing strategy

The cost-plus pricing strategy involves calculating the cost of offering your service and then adding a markup to represent profit.

Here are the three steps to calculating price using this strategy:

1. Calculate your costs, including employee wages, rent, utilities, administrative expenses and marketing.
2. Establish your markup percentage.
3. Add the markup percentage to your costs.

Pros:

1. This model offers transparency, allowing your customers to understand how prices are determined. This can help build trust and loyalty.
2. You have greater certainty that your costs will be covered, and you’ll be able to generate a profit.
3. The cost-plus pricing model is simple to calculate and implement.
4. This model provides flexibility; you can adjust your pricing based on cost changes and market conditions.

Cons:

1. This strategy does not take into account the perceived value of your services or competitive pricing. As a result, you may end up setting prices that are either too low or too high for the market.
2. This strategy lacks the flexibility to implement dynamic pricing strategies to maximize revenue during peak times or to attract customers during slow periods.
3. While cost-plus pricing offers flexibility in adjusting prices based on costs, it may lack flexibility in responding to changes in demand or competitive pressures. This approach may not allow for dynamic pricing strategies to maximize revenue during peak times or attract customers during slow periods.

Goal-Based Pricing

Goal-based pricing involves making pricing decisions based on the business’s strategic goals rather than covering the costs of competing with the opposition. It takes into account revenue targets, market positioning, customer value perception, and profitability goals.

Pros:

• With this model, your pricing is aligned with your strategic objectives. These may include maximizing revenue, increasing market share, enhancing profitability, or targeting specific customer segments.
• Goal-based pricing allows you to adjust your prices based on changing market conditions, customer preferences, and business goals, allowing you to respond quickly to market pressures.
• Goal-based pricing focuses on perceived customer value and satisfaction, leading to greater loyalty and increased customer retention.

Cons:

• It can be challenging to identify specific pricing goals. It may require extensive market research and analysis.
• Measuring the success of this pricing strategy can be complex. Determining whether your pricing strategy is helping you achieve broader business goals may require long-term monitoring.
• Customers may find goal-based pricing confusing. This may cause them to view your prices as arbitrary and inconsistent.
• Competitors with lower prices or aggressive marketing strategies could pose challenges to the studio’s pricing strategy.

Average Cost of Different Types of Yoga Classes

Group Yoga Classes

Group yoga class prices in the United States range from $10 to $25 per session. Prices will be higher in large urban areas, while rural studios tend to be at the lower end of the range. Many studios offer packages or memberships that reduce the per-session yoga class cost.

Private Yoga Classes

60-minute private yoga lessons range in price from $30 to $100 per session. Instructors with specialized training or certifications may command higher rates. Package details may reduce the individual session price.

Studios that offer in-home private classes need to incorporate costs for travel time and fuel.

Semiprivate Yoga Lessons

With semi-private yoga sessions, an instructor works with a small group of between two and six people. Semiprivate yoga classes cost between $20 and $60 per session. Semiprivate sessions are generally about 40% cheaper than one-on-one sessions on a per-person basis.

How Much to Charge for Zoom Yoga Class

Online yoga instruction has existed for more than a decade. However, its popularity skyrocketed during the COVID pandemic, when studios worldwide closed for business. Those closures are now in the rearview mirror, but the popularity of online training, especially on the Zoom platform, has only increased.

Zoom classes present a lucrative revenue stream but also introduce some unique pricing challenges.

When determining how much to charge for online yoga classes through platforms like Zoom, take the following factors into account:

• Overhead Reduction: Offering classes online may reduce your overheads. You don’t need to dedicate workout space for your clients, freeing up studio space for other paid sessions.  
• Technology Investment: There may be initial costs associated with setting up the necessary technology for online classes, such as high-quality cameras, microphones, and lighting. These investments should be factored into pricing decisions.
• Platform Fees: Some virtual teaching platforms, including Zoom, may have associated fees. Instructors should account for these costs when determining their pricing structure.

When you offer online classes, you’re entering a fiercely competitive market. To remain competitive, you need to research local and global market rates and devise a strategy that positions your online class as a great value proposition.

To achieve this, you must communicate the unique value of your virtual classes. This could include personalized attention, smaller class sizes, specialized expertise, or a strong sense of community and connection.

Focus on delivering high-quality virtual classes. Engage with students during online classes by offering real-time corrections, adjustments, and personal feedback. Interactive instruction will help students feel more connected and engaged.

Maintain regular communication with students through email, social media, or a dedicated platform. Keep them informed about class schedules, updates, and any additional resources you provide.

Consider recording live sessions and offering them to students as part of their package. This allows students to revisit classes or catch up if they miss a session.

Foster a sense of community among your students through virtual meetups, forums, or social events. A strong community can enhance the overall value of virtual classes.

Average Online Yoga Price Costs (September 2023)

The following chart compares the current online costs for three popular online yoga studios:

Corporate Yoga

Corporate yoga classes typically involve large classes. As a result, studios are able to offer attractive per-session prices. Depending on the corporation’s size, these might range from $5 to $12. Some studios charge a flat rate regardless of the number of attendees. This ranges from $100 to $200 per session.

Local Market Research

Understanding your local market is essential when setting prices for your yoga studio. The ability and willingness of your target audience to pay will greatly influence your pricing strategy. Here’s how to conduct effective local research to determine appropriate pricing:

1. Median Household Incomes

Start by researching the median household incomes in your town and nearby areas. To access this data easily, utilize reputable sources such as Census.gov or datausa.io. Focus on the immediate radius of 5-6 miles around your studio, as this is where your primary clientele is likely to come from.

As a general guide, you want to establish yourself in an area where the median household income is at least $70,000. Below that, most families will struggle to find the discretionary income needed to include regular yoga classes in their schedule.

2. Competitor Pricing

Research what other yoga studios, fitness centers, and wellness facilities charge in your area. Ensure you include both in-person studios and online offerings, as virtual yoga classes have become increasingly popular.

Pay close attention to the studio with the highest rates, as it can indicate what the local market can bear. While you don’t have to match their pricing exactly, setting your rates close to this benchmark is advisable.

3. Comparable Activities

Investigate the pricing of activities and sports similar to yoga, as this will provide insights into what your target audience is willing to pay for a hobby or fitness regimen.

Consider activities such as gymnastics, ballet, and dance classes, CrossFit, boutique/group fitness studios, and even travel sports, if applicable, in your area. While these activities aren’t directly comparable to yoga, they can offer valuable pricing reference points.

4. Special Pricing Structures

Explore special pricing structures that might be popular in your area. For example, look into family pricing plans, which can be particularly appealing to middle-class families.

Pay attention to pricing variations for different age groups, such as children and adults. Family plans and diverse price points can help you attract a broader audience.

Remember that while some instructors may command higher fees due to unique qualifications or achievements, such as champion titles or exceptional credentials, you should base your pricing on the local market’s realities. By conducting thorough research and understanding your local community’s financial dynamics, you can set competitive, attractive pricing to your target audience and be sustainable for your yoga studio business.

Understanding Your Unique Value as a Yoga Instructor

Many yoga instructors struggle with charging what they’re worth. They either underestimate their value and sell themselves short or overestimate and price themselves out of the market.

Charging what you’re worth starts by assessing your yoga teacher’s qualifications, certifications, and experience. Highlight any specialized training, such as prenatal yoga, yoga therapy, or a unique style your studio can specialize in.

Recognize the teaching style and approach each yoga teacher brings to the table. Do you emphasize mindfulness, alignment, spirituality, or physical fitness? Understand what sets your studio apart from the competition.

It’s worth creating a portfolio of student testimonials relating how your instructors have positively impacted their lives. Using this in your marketing will demonstrate your value.

Craft clear and compelling messages that convey the benefits of your classes. Explain how your teaching style, expertise, and personal journey can positively impact your students.

Ensure that your website, social media profiles, and marketing materials reflect your professionalism and expertise. High-quality content and professional design can enhance your perceived value.

Share informative blog posts, videos, or social media content related to yoga, wellness, and personal growth. Position yourself as a knowledgeable and trusted resource.

How to Set Sustainable Price Levels for Yoga Classes

A sustainable pricing plan will allow you to pay your bills and make a decent profit. For that to happen, you need to take into account the factors that will directly impact your bottom line.

Determine the profit margin for your business

Your business’s net profit margin is an important success metric. It is a percentage added to your operating costs. Those costs include:

• Rent
• Utilities
• Cleaning
• Payroll
• Insurance
• Marketing

You then divide your monthly operating costs by the total number of days your studio will be operating. For example, if your total monthly expenses are $30,000 and you operate for 25 days per month, you will need to bring in $1,200 per day to meet your overheads.

Add your desired profit margin to this figure. An ideal profit margin is 20%. So, in our example, that brings your daily income target to $1440. Divide this by the number of classes you’ll be offering each day to give you a target income for each session.

Location Studio Space

The location of your studio space has a huge bearing on your pricing. If you’re in a heavy metropolitan area with two or more other yoga studios within a mile’s radius, you will have to remain competitive with their pricing as you get established.

You should research the median household income level if you’re located in a suburban area, such as a strip mall. Use this as a guide to ensure that you’re not charging beyond your local market’s ability to pay.

Overhead Operating Expenses

Calculate the studio’s monthly operating expenses, including rent, utilities, insurance, staff salaries, and marketing. Class fees must cover these costs.

How Great Will Demand Be?

Yoga has seen a surge in popularity in recent years. It is especially popular among middle-upper-income women in their 30s and 40s. If you are located in an area that can attract this demographic, you may be able to set higher prices than elsewhere.

Added services and resources

Adding extra services or resources to increase pricing for yoga sessions can enhance the value proposition of your studio and justify higher prices. Here are some strategies to consider:

• Specialized classes or workshops
• Premium amenities
• Personalized instruction
• Massage therapy
• Nutritional counseling
• Acupuncture
• On-demand online classes

Strategies for Pricing Adjustments

1. Research Market Rates: Investigate the pricing of other yoga instructors in your area and online. While you don’t need to match their rates, understanding the market can inform your pricing decisions.
2. Tiered Pricing: Consider offering tiered pricing options, such as standard rates, premium packages, and discounts for students, seniors, or low-income individuals. This allows you to cater to a diverse audience.
3. Regular Rate Adjustments: Periodically review and adjust your rates to align with your growing expertise and the demand for your services.

How to Offer Packages

Package deals encourage your clients to commit to regular sessions by saving them money. There are several ways to structure your package:

Class Passes or Punch Cards

• Offer a certain number of classes at a discounted rate when purchased in bulk.
• For example, a 10-class pass could be priced at $120, which would equate to $12 per class instead of the regular drop-in rate of $15.

Monthly Memberships

• Provide unlimited access to classes for a fixed monthly fee.
• For example, a monthly membership could be priced at $100 per month for unlimited classes.

Introductory Packages

• Offer discounted packages for new members to encourage them to try out your studio.
• For example, a 1-month introductory package could include unlimited classes for $50.

Specialty Packages

• Create packages tailored to specific groups or interests, such as beginners, advanced practitioners, or prenatal yoga.
• For example, a prenatal yoga package could offer six classes for $60.

Family or Group Packages

• Offer discounted rates for families or groups practicing together.
• For example, a family package could include five classes for $50 per person, with a minimum of 3 people required to purchase.

Workshop Bundles

• Bundle workshops or special events together at a discounted rate.
• For example, a workshop bundle could include 3 workshops for $75, compared to the regular price of $30 per workshop.

Strategies for Confidently Setting Higher Rates

Increasing your rates can be challenging. You might worry that you’ll lose some of your regulars or fail to attract newcomers. Yet, setting higher rates can be a strategic decision that reflects the value of your services, covers your costs, and positions your studio as a premium offering in the market.

Here are five strategies that allow you to set higher rates confidently:

1. Communicate the Value Proposition: Actively promote your studio’s unique value, such as experienced instructors, small class sizes, specialized classes, or a welcoming community atmosphere .

2. Invest in Professional Development: Spend money to enhance the professional qualifications, skills, and experience of your yoga teachers. Then, promote this expertise as a point of difference from the competition.

3. Differentiate Your Services: Offer unique classes, workshops, or programs that set your studio apart from competitors. Consider adding specialty classes like aerial yoga, yoga retreats, or mindfulness workshops.

4. Build a Strong Brand Reputation: Build your brand reputation through positive reviews, testimonials, and word-of-mouth referrals.

5. Offer Added Value: Provide additional amenities or services that enhance clients’ overall experience, such as complimentary refreshments, comfortable facilities, or access to wellness resources.

6. Segment Your Pricing Structure: Implement tiered pricing or membership options that cater to different client segments. This allows you to offer premium packages with higher rates alongside more affordable options.

7. Provide Transparent Pricing: Clearly outline the benefits included in your pricing structure to justify the higher rates. This will help your members understand the value they receive in exchange for the higher investment.

Conclusion: How Much to Charge for a Yoga Class

Pricing is not static but an ever-evolving aspect of your business. It should adapt to your growing expertise and the changing dynamics of the yoga market.

By staying informed, valuing your unique contributions, and making pricing decisions that align with your goals, you can create a yoga teaching career that sustains you financially and fulfills your mission of sharing the transformative power of yoga with the world.

Namaste.