Pricing with Confidence: What 300+ Studios Reveal About 2026
with Julian Barnes of The BFS Network
January brings a lot of noise about pricing. You’re hearing about membership drops, clients wanting more flexibility, and pressure to restructure your offers. But what’s actually happening across the boutique fitness industry?
Julian Barnes from The BFS Network brings hard data from 300+ studios to help you separate fact from fiction. The data shows that profitable studios consistently charge the most and rely on recurring autopay revenue. This session will help you determine your strategic pricing position, identify your ideal client, and sell the transformation and outcomes your studio delivers rather than just class packs or memberships.
Whether you’re questioning if you’re pricing correctly, competing with ClassPass, or wondering if you need to restructure your offers, this session gives you the clarity and confidence to make smart pricing decisions for your business.
In this session, you’ll learn:
- What 300+ boutique studios reveal about pricing and profitability (spoiler: the most profitable studios charge the most)
- Why recurring autopay revenue matters more than whether you call it a membership or class pack
- How to use a pricing positioning chart to strategically determine where you stand against local and virtual competitors
- How to identify your ideal client (demographics and psychographics) to price with confidence
- Why selling transformation and outcomes eliminates ClassPass competition concerns
- How to confidently communicate your value rather than compete on price
Walk away with a clear understanding of real industry pricing trends, a framework for evaluating your own pricing strategy, and confidence in your decisions for 2026.
Who Should Attend: Studio owners and wellness entrepreneurs planning their 2026 pricing strategy and looking for data-driven insights to guide their decisions.
