Yoga Studio: Pricing Without Panic

💰 The Price Raise

Current unlimited membership ⓘWhat you charge today for unlimited — the number you've probably been afraid to touch. Yoga lands at $100–$150/mo.

New price you're considering ⓘThe price you've been hesitating on. We'll show you how many members you could lose and still come out ahead.

Active members ⓘCurrent paying members on the unlimited plan — the base the raise applies to.

Expected churn from the raise ⓘThe % of members you fear will quit over the increase. Most owners overestimate this 2–3x — the math below shows your real break-even churn.

📅 The Seasonal Curve

January (peak) monthly revenue ⓘYour best month's total revenue — the resolution rush. Don't budget off this number; it's the ceiling, not the floor.

July (trough) monthly revenue ⓘYour worst month's revenue — vacations, outdoors, heat. This is the number that breaks studios that spent like January was normal.

Monthly fixed costs ⓘRent + payroll + software + insurance — what you owe every month regardless of who shows up. The floor the trough has to cover.

📈 The Price Raise Math

Net Monthly Impact After Churn

+$1,265

even losing 8% of members, you come out ahead

Raise Math

Current MRR$9,265

Members lost to churn7 members

New MRR (fewer members, higher price)$10,530

Net monthly gain+$1,265

Break-even churn (any % below this = win)18%

🧘 The Yoga-Specific Play

Unlimited membership lands at $100–$150/mo; packs stay popular for flexibility. Keep donation/community classes as a funnel, not the core — the loss-leader trap kills yoga margins. A small yearly price review beats a rare scary jump. Counter the July trough with a 200-hr teacher-training cohort (tuition $2.5–4k/head) — it smooths cash AND grows your instructor bench.

🌊 The Seasonal Squeeze

January vs July — Will The Surplus Cover The Trough?

January surplus (peak rev − costs)+$15,000

July deficit (trough rev − costs)+$1,000

Annual surplus if every month were July+$12,000

Months you'd survive on July revenue alone1.1 months

⚠️

July will squeeze you

Your trough barely covers fixed costs. Budget from the trough, not the peak — save January's surplus to fund July, or build counter-seasonal revenue (training cohorts, workshops) to fill the hole.

See the July squeeze coming in March.

Zipper's MRR tracking and seasonal cash forecasting surface the trough while you still have time to fill it — with a training cohort, a workshop push, or a tighter off-peak mix.

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Pricing Without Panic + Surviving July