BJJ Pricing Models: The Academy Owner's Guide to Packages, Tiers & Profitable Rates

I closed my martial arts school in 2018. 

Not because I ran out of students—I had over 100 active members when I shut the doors. I closed because I was exhausted, underpriced, and losing money every month despite working 60-hour weeks.

Here's what I got wrong: I competed on price instead of value. 

I genuinely believed that charging $99/month would attract more students than $175/month. It didn't. It just attracted people who wanted the cheapest option and left the moment they found something $10 cheaper down the street. 

My retention was terrible because I'd trained my market to see me as the budget option.

The real kicker? The schools that were thriving in my area charged $200+ per month. They had nicer facilities, better schedules, and owners who weren't burning out. 

They understood something I didn't at the time: pricing is positioning. 

When you charge premium rates, you're making a promise about the experience you deliver. When you discount yourself into oblivion, you're telling the market you're not worth full price.

This guide will show you how to structure BJJ pricing models so you can build a profitable, sustainable business—without making the mistakes I made.

Quick Start (Read This First)

This guide is 4,500 words—too long to read between classes. Here's the 5-minute version, then jump to whatever section you need.

This solves a specific problem: how do you choose the right BJJ pricing models and package them so they actually sell while keeping members around long enough to see results?

Here's the core principle before we dive in: price is a retention lever, not just a revenue number. 

Your pricing structure should make it easier for members to say yes, stay longer, and refer friends—while covering your costs and supporting the lifestyle you want to build.

What Are BJJ Pricing Models?

BJJ pricing models are membership structures that define how your students pay and commit to training. The five most common models are:

• Month-to-month unlimited - Pay monthly, train unlimited
• Contracts (6-12 months) - Committed terms with locked rates
• Family plans - Discounted household memberships
• Drop-in rates - Single-class pricing for visitors
• Class packs - Pre-purchased session bundles

The right BJJ pricing model depends on your academy's positioning, market demographics, and the strength of your retention systems. Most successful academies combine 2-3 of these models to serve different student needs.

Step 1: Choose Your Positioning (Premium vs Budget)

Before you stress about dollar amounts, let's be honest about something: What kind of gym are you actually running right now? 

Not the vision you sold yourself when you signed the lease—what's real today?

You've got two paths that actually work. You can position as a premium academy, charge $175–$300/month, deliver exceptional coaching, invest heavily in your facility, and attract students who value quality over cost. 

Or you can position as a budget option, charge $100–$150/month, run a lean operation with limited schedules, and serve price-sensitive students in high volume.

Here's what you can't do: get stuck in the middle. 

The worst place to be is somewhere between premium and budget, where you lose to premium academies on quality and to budget gyms on price. You end up attracting nobody. Pick a lane.

What "premium" actually means in BJJ

Let's be clear about what premium means, because it's not about fancy locker rooms (though that helps). Premium is about delivering outcomes your students can't get elsewhere.

Elite coaching matters—not just someone with a black belt who shows up inconsistently, but world-class instruction from people who can break down technique and fix problems quickly. 

Safety and cleanliness matter more than most owners realize. Your students notice when mats are spotless, equipment is well-maintained, and you have injury-prevention protocols in place.

Culture and community are the hidden retention drivers. 

Your students stay when they feel like they belong to something bigger than just showing up to train. 

• Schedule density is a practical necessity—multiple classes daily so your students can train around work and life commitments. 
• A clear onboarding process ensures new white belts don't get lost in the chaos of their first 30 days. 
• And progress tracking gives your students a clear path from white to black belt so they always know what they're working toward.

If you can deliver these consistently, you can charge premium rates. If you can't, you need to fix these first or price accordingly.

Positioning checklist (owner self-audit)

Here's the uncomfortable truth check—be honest with yourself, no one's grading you:

• Coaching quality: Are your instructors legit competition-level athletes who can actually teach, or are they teaching part-time as a side hustle?
• Facility cleanliness: Would you personally train barefoot on your mats right now without hesitation?
• Schedule consistency: Do you cancel classes regularly because instructors don't show up, or is your schedule rock-solid?
• First-month system: Do new white belts know what to expect in their first 30 days, or do they show up confused and intimidated?
• Member communication: Do your members feel informed and engaged, or are they constantly asking basic questions?
• Curriculum structure: Is it clear what your students learn and when, or is instruction random based on what the coach feels like teaching that day?

If you scored 7 or higher on all items, you can credibly charge premium rates in the $175–$250+ range. 

If you scored 4-6 on most items, you're in the dangerous "middle" zone—fix these operational issues first or price accordingly. 

If you scored below 4 on multiple factors, focus on operations before worrying about raising prices.

Step 2: Choose the Right BJJ Pricing Model (The 5 Core Options)

Your pricing model is different from your price points. 

The model defines how your students pay and commit—whether they're locked into contracts, paying month-to-month, buying class packs, or enrolled in family plans.

Common BJJ pricing models include unlimited memberships, contracts, family plans, drop-in rates, and class packs. 

Here's when to use each:

Comparing BJJ pricing models: Which works best?

Choosing the right BJJ pricing models depends on your academy's maturity, market position, and member demographics. 

Most successful academies combine 2-3 of these models to serve different student needs without creating unnecessary complexity.

Month-to-month unlimited

This is the default for most established academies. 

Your students pay monthly and can train as much as they want. It's simple, low-friction, and easy to market because there's no intimidating commitment.

Month-to-month wins when you have a strong system to get students hooked in their first 30 days, when your culture and community create stickiness beyond just showing up to class, and when you're confident in your retention metrics. 

It fails when new students ghost after 2-3 months because they never bonded with the gym, or when you have no system to identify at-risk students before they cancel.

Contracts (6-month or 12-month)

Your students commit to a fixed term in exchange for a better rate or locked-in pricing. 

The retention mechanics are straightforward: commitment creates consistency, consistency drives results, and results improve retention. Students who train consistently for 6+ months rarely quit because they've built habits, relationships, and visible progress.

Here's how to pitch contracts ethically to your prospects: "The biggest reason people quit BJJ is inconsistency. Life gets busy, motivation dips, and people stop showing up. This commitment structure keeps you showing up through the tough early months when most people quit. You're making a promise to yourself, and we're making a promise to support you."

You need clear contract guardrails: a freeze policy that defines what qualifies (medical, injury, travel) and sets max freeze days per year; a transfer policy that specifies whether contracts can be transferred to another person; and a cancellation policy that clarifies what happens if someone moves or has a medical issue requiring release.

Family plans

One billing relationship covers multiple family members—usually parents plus kids or siblings. This is gold for suburban gyms with strong kids programs.

You have three common structures for your family pricing. 

• A flat family rate charges something like $299/month for unlimited family members, but this gets risky if you attract large families. 
• The primary-plus-add-on model charges $175 for the first member and $100 for each additional member. 
• Or you can tier by family size: Two people pay $275, three people pay $350, 4+ people pay $400.

Why are families so valuable? They stick around significantly longer than individual members because the whole household is invested. 

There's built-in retention—it's hard to cancel when your kids are still loving their classes. And happy families become referral machines, recruiting other families from their social circles.

The operational must-have here is software to handle family billing automatically—this is where systems like gym management software become essential, since manual family billing turns into a nightmare fast.

Drop-in rates

Single-class pricing for visitors, travelers, or people testing your gym before joining. 

In major metro areas, drop-ins typically run $25-35 per class. In smaller markets, you'll see $15-25. The key is ensuring anyone training 4+ times per month saves significant money with a membership.

The key is not cannibalizing your memberships. 

Price drop-ins high enough that anyone training regularly saves money with a membership. And make drop-ins available only to non-members—don't let your existing members start cherry-picking classes instead of maintaining their membership.

Class packs / punch cards

Your students buy a package of classes upfront—say, 10 classes for $250—with a defined expiration window like 30-90 days. 

This works best for busy professionals who travel frequently, students supplementing training at another gym, or adults testing the waters before committing to unlimited.

Most modern gym software handles this with session-limited memberships. 

In Gymdesk, for example, attendance automatically deducts from a student's available sessions. This eliminates manual punch card tracking entirely.

Step 3: Build Tiered BJJ Pricing Models That Sell (Without Confusion)

Most BJJ pricing models offer multiple tiers instead of just unlimited access. 

Tiered memberships let you capture budget-conscious students at a lower entry point, upsell committed students to premium tiers, and anchor pricing to make your core offer look reasonable by comparison.

The 3-tier "pricing ladder" (recommended default)

This structure works because each tier serves a distinct purpose. 

Tier 1 removes price objections for new students who aren't sure BJJ is for them yet. They can start at $125–$150 without feeling like they're making a huge financial commitment. 

Tier 2 is positioned as the "best value" option, and most of your students naturally choose this once they're hooked. 

Tier 3 makes Tier 2 look reasonable by comparison—this is classic anchoring psychology.

What goes in premium (without turning it into chaos)

Your Premium tier should include tangible extras that cost you relatively little but feel valuable to your students. 

Here's what works: one private lesson per month or quarterly; access to competition training or advanced sparring sessions; strength and conditioning classes if you offer them; 2-4 guest passes per year; discounted seminars or priority seminar registration; and free or discounted gym merchandise like one gi per year or rashguards.

What doesn't work: vague benefits like "priority support" that nobody can define; "priority booking" that creates resentment among your other students; or too many perks that confuse people and become difficult to deliver. Keep it clean with no more than 5 clear inclusions in your Premium tier.

Common tiering mistakes

The biggest mistake is having too many tiers. Five or more membership options paralyze decision-making. Stick to 2-3 tiers maximum.

Another mistake is basing tiers on "number of classes per week" like "2x per week membership" vs "3x per week membership." This is nearly impossible to enforce and creates awkwardness at check-in. 

Use program access instead: Fundamentals vs All Classes.

The third mistake is hiding discounts in back-channel text conversations with prospects. If you're negotiating prices individually, you don't have tiers—you have chaos. 

The fix is simple: publish your tiers on your website and stick to them. Exceptions should be rare and rule-based, such as military discounts, first-responder discounts, or documented hardship cases with clear criteria.

Step 4: Setting Profitable BJJ Pricing Model Rates

Once you've selected your BJJ pricing models and tier structure, it's time to set actual dollar amounts. 

This is where national benchmarks and local market realities come into play.

National BJJ pricing benchmarks (2025-2026)

You're probably wondering what other gyms charge. 

Here's what I've seen across the country: 

• The national average is $145/month for unlimited classes, with most gyms falling between $120–$200/month. 
• In rural areas and small towns, you'll see $90–$120/month. 
• Mid-sized cities tend to charge $120–$175/month. 
• Major metros like New York, Los Angeles, and San Francisco command $200–$250/month. 
• Elite competition gyms with world-champion instructors charge $250–$300/month.

There's also an income-based rule of thumb from my own experience: 

In areas where the median household income is around $50k, target roughly $125–$150/month. Where median income is $75k, target $150–$200/month. Where median income is $100k or higher, you can command $200–$250/month or more.

Specific market examples

Let's look at how real-world BJJ pricing models play out in three different markets:

Why $199 often beats $200 (and when it doesn't)

Charm pricing—those $199, $149, and $99 price points—works because of how our brains process numbers. 

When someone sees $199, it feels psychologically "under $200" even though it's only one dollar away. It also signals value-consciousness: you're not trying to round up and squeeze every dollar out of people.

But there are times when round numbers like $150, $200, or $250 work better. 

If you're positioning as premium or luxury, round numbers feel more "elite" and professional. If your market includes corporate billing or reimbursements, finance departments strongly prefer clean numbers for accounting purposes. 

And sometimes you just want simplicity over psychology, which is totally valid.

My recommendation: use charm pricing for Tier 1 and Tier 2, and round numbers for Tier 3 Premium. This subtly signals that Premium is a different category entirely.

The math owners ignore (capacity + coaching cost)

Here's the uncomfortable truth that many academy owners avoid: your BJJ pricing models should cover your costs and leave margin for profit. 

You can't run a sustainable business on vibes and passion alone.

Start with this back-of-napkin model: 

1. Calculate your fixed costs per month: rent plus insurance plus utilities equals your baseline. 
2. Add your instructor costs—total instructor payroll each month (see our guide to BJJ instructor payroll for detailed guidance). 
3. Then consider your realistic capacity: how many students can you actually serve with your current schedule and mat space? 
4. Finally, set a target profit margin—aim for 25-40% net profit.

Here's a concrete example: Let's say your fixed costs are $4,000/month for rent, utilities, and insurance. Your instructor costs are $3,000/month for two part-time instructors. 

That's $7,000 in total costs. 

If you want a $3,000 profit (30% margin), your revenue target is $10,000/month. If your average member pays $175/month, you need roughly 57 active members to hit that target.

If your current pricing doesn't hit these numbers, you have exactly three options: raise prices, lower costs by moving to cheaper space or reducing instructor hours, or increase capacity by adding more classes and optimizing your schedule.

Step 5: How BJJ Pricing Models Should Handle Discounts

Discounts are a double-edged sword. Used strategically, they drive enrollment and referrals. Used carelessly, they train your students to wait for deals and devalue your entire offering.

Discounts that help retention and referrals

The referral discount is one of the most effective tools available. 

Offer something like "Refer a friend who joins, you both get $25 off next month's billing." This works because it rewards the exact behavior you want—referrals—without creating a permanent price reduction. 

The guardrail: Make it a one-time benefit per referral and explicitly state it's not stackable.

Annual prepay discounts create mutual value. Offer "Pay for 12 months upfront, get 2 months free," which effectively gives a 16% discount. You get cash flow immediately, they get meaningful savings, and the commitment drives retention. 

The guardrail: Make it non-refundable after 30 days, or clearly communicate a pro-rated refund policy.

Early bird pricing for new programs fills time slots quickly. Try "First 20 kids enrolled in our new morning program get $25/month off for the first 3 months." This builds initial community momentum in new schedule blocks. 

The guardrail: End it after X signups or Y date, whichever comes first, and stick to it.

Want more ideas? Check out our guide to martial arts promotions that actually convert.

Discounts that damage your brand

The permanent "new student special" is a trap. 

If it's always available—every month, year-round—it's not a special. It's your real price, and everyone knows it. You've just trained your market to wait for the discount.

Stackable discounts create a race to the bottom. 

When someone can combine referral plus military plus annual prepay plus family discount and end up paying $50/month for unlimited training, you've destroyed your pricing structure.

Negotiated pricing—giving different deals to different people based on who asks or who pushes back—creates resentment when your students compare notes. 

And they always compare notes eventually.

The fix is simple but requires discipline: publish your discount policy transparently. Make exceptions rare and rule-based.

Your discount policy (copy/paste template)

Step 6: Price Anchoring That Increases Conversions

Here's the psychological trick that works: the first price someone sees influences how they judge all other prices. 

Understanding this principle dramatically improves your conversion rates.

Here's a simple example: If I show you a $300/month Premium tier first, your brain immediately categorizes that as the "high end" of what BJJ costs. 

Then when you see a $189/month Unlimited tier, it suddenly looks like a great deal by comparison. 

But if I show you a $99/month Fundamentals tier first, the $189 tier might feel expensive because your brain anchored to the lower number.

The anchor tier and the "most popular" tier

Here's how to structure your pricing page for maximum conversions. Present three tiers side by side in a visual format:

FUNDAMENTALS — 2-3x per week, Beginner classes only, $125/month

UNLIMITED ⭐ MOST POPULAR — All classes, Unlimited attendance, $189/month

PREMIUM — All classes + perks, 1 private/month, gear discounts, $250/month

This layout works for three specific reasons. 

The Premium tier at $250 anchors the entire range—it's not the expected choice, it's the comparison point that makes everything else look reasonable. 

The Unlimited tier at $189 is positioned as the smart choice with that "Most Popular" badge—it's in the middle, labeled clearly, and becomes the obvious default. 

The Fundamentals tier at $125 removes price objections for new students without being so cheap that it becomes the default choice.

Pro tip: Add a visual callout to your middle tier like a colored border, a badge, or a "Most Popular" flag. This guides decision-making without being pushy or salesy.

Decoy options (use carefully)

A decoy is a tier designed not to sell, but to make another tier look better by comparison. 

For example, if you want to push students toward Unlimited at $189, you could structure it like this: 

• Fundamentals 1x/week for $99/month
• Fundamentals 2x/week for $149/month (this is your decoy—it feels expensive for such limited access) 
• Unlimited for $189/month (which suddenly looks like the obvious choice)

Step 7: Kids vs Adult Pricing (And Why Kids Often Deserve Premium Packaging)

Many academy owners underprice kids' programs because "it's just a kids' class." This is a fundamental misunderstanding of what parents are actually buying.

Why kids' programs deserve strategic pricing

Kids' programs solve specific parent problems that have real economic value. 

Parents are buying childcare during critical after-school hours when they're still at work. They're buying structured activity that builds discipline and focus in an age of distraction. 

They're buying a safe environment with trusted adults and clear supervision. And they're buying a progress system—the belt structure—that motivates kids and gives them something concrete to work toward.

You're not selling "just a kids’ class." You're selling peace of mind and child development. Price accordingly.

Kids’ pricing factors

When setting kids' rates, consider schedule density. 

Do you offer 4-5 kids classes per week, or just two? More options equal higher value because parents have flexibility. 

Parent convenience matters enormously—after-school pickup time between 3-6 PM is gold because working parents desperately need this coverage. 

Safety and structure justify premium pricing: background-checked instructors, clear rules, and injury protocols signal quality. And progress tracking systems where kids know what they're working toward increase retention dramatically.

Kids program packaging ideas

You have several viable structures for your kids' pricing. 

• For class frequency tiers, charge $125/month for 2x per week and $165/month for unlimited kids classes. 
• For sibling add-ons, keep it simple and clear: $149/month for the first child, $99/month for each additional sibling. 
• Or consider seasonal enrollment windows like "Fall session" from September through December and "Spring session" from January through May. This encourages commitment and reduces month-to-month churn.

Adult pricing factors

Adults buy BJJ for completely different reasons than parents buy kids' programs. They're looking for fitness and stress relief—an escape from work and life pressure. 

Some are serious competitors preparing for tournaments. Others want community: social connection, friendships, and team identity. And some primarily want self-defense skills and practical application.

Your adult students value specific things: open mat availability for extra training, flexible schedules with morning, lunch, and evening options, access to advanced training and competition prep, and no-gi options in addition to traditional gi training.

Price accordingly. 

If you offer 10+ adult classes per week across different times of day, you're delivering substantially more value than a gym with three evening classes. Your pricing should reflect that difference.

Step 8: Make Pricing Stick Operationally (Revenue + Retention)

Your BJJ pricing models only work if your operations support them. Here's how to make pricing work day-to-day without creating chaos.

Billing frequency and collections

You have two main billing frequency options. 

Monthly billing is standard for most gyms—12 billing cycles per year, easy to understand, straightforward to communicate. 

Biweekly billing runs 26 billing cycles per year, which means two extra payments annually. It's also psychologically easier to swallow: $99 every two weeks feels more manageable than $215/month. 

This approach adds roughly 8% more annual revenue.

But here's the tradeoff: biweekly billing means higher payment processing fees because you're running more transactions. Do the math for your specific situation before switching.

The non-negotiable regardless of frequency: autopay must be your default. Manual billing creates collections headaches and eats up your evenings chasing payments.

Policies that prevent churn drama

Clear policies reduce friction and protect your revenue. 

Your freeze policy should specify a maximum of 30-60 freeze days per year, require 7-14 days advance notice, and clearly define what qualifies—typically medical issues, injuries, or extended travel only.

Your cancellation policy needs similar clarity. Require 30 days written notice for month-to-month memberships. For contracts, require either an early termination fee or a medical release for early exit. 

Month-to-month members can cancel anytime with proper notice, but "anytime" still means 30 days so you have time to adjust.

Make-up and attendance expectations matter if you offer limited-session memberships. 

If someone has an eight-classes-per-month plan, what happens to unused sessions? Do they roll over to the next month, or expire? Gymdesk handles this automatically with session tracking, but you still need a clear policy.

Upgrade and downgrade rules prevent confusion. 

Typically, your students can move between tiers mid-month with pro-rated billing. But can they downgrade during a contract term? Usually the answer is no unless there's a documented hardship situation.

Your onboarding system is the hidden pricing lever

Here's the brutal truth: students who don't train consistently in their first 30 days will quit, regardless of your pricing. 

Your onboarding system is what turns new signups into long-term members.

Your system should include specific touchpoints. 

• Week 1: Send a welcome email that sets expectations and explains what to expect in the first class. 
• Week 2: Check in personally with a "How's it going? Any questions?" message. 
• Week 3: Celebrate a progress milestone like "You've attended 6 classes—you're building the habit, keep it up!" 
• Week 4: Focus on community integration by introducing them to regular training partners or inviting them to a social event.

Why does this matter for your BJJ pricing models? 

If your first-month system is strong, you can charge more because your students stay longer. The lifetime value of your average member goes up, which means you can afford to invest more in acquiring new students. 

If your first-month system is weak, even cheap pricing won't save you from high churn. Learn more about member retention strategies that work.

Step 9: When (and How) to Raise Prices

Your BJJ pricing models aren't a "set it and forget it" decision. You'll need to raise prices periodically to keep up with rising costs and evolving market rates.

Signs you're underpriced

Watch for these signals:

• If you have waitlists for classes, demand is exceeding your capacity. 
• If your classes are consistently at maximum capacity, you have pricing power. 
• If you're seeing low intro-to-member conversion where people signing up feel like they're doing you a favor, it suggests they perceive low value. 
• If your instructors are burning out because you can't afford to pay them fairly at current rates, your pricing model is broken. 
• And if you're barely breaking even despite having full classes, you're leaving money on the table.

How to raise prices without chaos

Option 1 is the safest: raise prices for new members first. 

Starting on a specific date, all new signups pay the new rate while your existing members keep their current rate—they're grandfathered in. This works because no one gets upset, and your existing members feel valued and appreciated.

Option 2 is stepped increases for existing members. 

Announce something like "Starting three months from now, rates increase by $10/month" with 60-90 days advance notice. 

Explain why: higher operating costs, facility improvements, or increased instructor wages. Most of your members will accept modest increases if you communicate honestly.

Option 3 is tier restructuring. Instead of raising prices directly, add a new Premium tier at a higher price point and position your current "Unlimited" tier in the middle. 

This feels less punitive because you're not raising prices—you're adding options.

Communicate real improvements

Never raise prices in a vacuum. Tie increases to tangible improvements that your students can see and experience. 

Examples include "We're expanding to a 7-day/week schedule so you have more training options," "We've added competition training and strength & conditioning classes," "We're upgrading our facility with new mats, locker rooms, and equipment," or "We're investing in higher-level coaching with new instructors."

When your students see that their increased investment is funding real improvements, resistance drops dramatically.

Copy/Paste Templates

Pricing menu template (good / better / best)

Use this as your public-facing pricing structure:

FUNDAMENTALS Perfect for beginners

2-3 classes per week, beginner curriculum only, all fundamentals classes

$125/month

[Sign Up]

UNLIMITED ⭐ Most Popular Best value for committed students

Unlimited classes, all BJJ classes (gi and no-gi), open mat access, all skill levels

$189/month

[Sign Up]

PREMIUM For serious students

Everything in Unlimited, plus: 1 private lesson per month, priority seminar registration, competition training access, 15% off gym merchandise

$250/month

[Sign Up]

Price review checklist (quarterly)

BJJ Pricing Models Are About More Than Numbers

Here's what my time running a martial arts school taught me about pricing, distilled into the lessons that actually matter.

The BJJ pricing models you choose signal to the market who you are. 

When you charge $99/month, you're telling prospects you're the budget option. When you charge $225/month, you're making a promise about premium value—and you'd better be ready to deliver it. 

Your price tells a story about who you are and what students can expect before they ever walk through your door.

Simplicity sells better than complexity. 

Three clear tiers beat seven confusing options every single time. Most of your students will naturally choose the middle tier if it's positioned as the "best value" option with a visual callout or badge.

Retention is the real game, not acquisition. 

A student who pays $200/month and stays three years is worth far more than a student who pays $250/month and quits in six months. Your BJJ pricing models should support long-term retention, not just short-term revenue maximization. 

Build systems that keep your students showing up and progressing.

Operations make or break your pricing structure. The most sophisticated BJJ pricing models in the world won't save you if your billing is manual, your policies are unclear, or your first-month system is nonexistent. Fix operations first, then optimize pricing.

Set clear tiers that make sense for your market. Stick to your published pricing except for rare, rule-based exceptions. Automate your billing so you don't have to chase payments manually. And build systems that let you focus on coaching and building community instead of administrative chaos.

Ready to simplify your membership billing and pricing management? Gymdesk handles recurring billing, membership tiers, family accounts, and session tracking automatically—try it free for 30 days, no credit card required.