If you run a premium fitness business, discounting is not a sales tool. It is a confidence problem with a price tag on it.

In this episode, Rick Mayo and Matt Helland break down the psychology behind why fitness business owners discount, and why it almost never has anything to do with what the customer actually needs. They cover the five reasons people drop their prices, from lack of conviction and fear of rejection to short-term revenue pressure and discounting as a substitute for actual sales skill, and explain why every single one of them costs you more than the discount ever saved.

Rick also shares the math: a 20% presale discount held across 100 members for a year is $120,000 in straight profit you gave away for free. To people who would have paid full price anyway.

If you are in a premium category, this one is worth your time.

Listen in to find out why holding your price is one of the best things you can do for your business and your members.

Key Takeaways:

00:00 The Foot on the Gas Is Not Your Price

00:38 Back in the Beats Lab

01:28 Why Premium Pricing Belongs at the Top of Boutique Fitness

02:38 Higher Prices Attract Better Members

03:46 The Motorcycle Jacket That Proves the Psychology

06:26 Suzanne Paid $700 a Month in 1994

09:18 Why Discounting Is Never a Consumer Problem

10:00 The Five Reasons Owners Discount

10:12 Reason 1: Lack of Conviction

15:44 Reason 2: Fear of Rejection

20:04 Reason 3: Desire for Approval

21:54 Reason 4: Short-Term Revenue Pressure

27:22 Reason 5: Discounting as a Substitute for Sales Skill

31:20 The $120,000 You Gave Away for Free

34:48 Four Questions to Ask Before You Ever Drop Your Price

Additional Resources:

- Alloy Personal Training

- Learn About The Alloy Franchise Opportunity

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