Facility Operations5 min read
Membership Pricing Strategies That Actually Work
How to set prices that attract members and grow revenue
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Mike Chen
VP of Customer Success
May 12, 2026
Setting membership prices is one of the hardest decisions facility operators face. Price too high and you lose members. Price too low and you leave money on the table—or worse, attract members who cost more to serve than they pay.
Here's a framework that works:
The Basics: Cost-Plus vs Value-Based
Cost-plus: Calculate your costs per member, add margin. Safe but often undervalues your offering.
Value-based: Price based on the value members get. If your facility saves members 30 minutes of driving to another venue, that's worth something.
Most successful facilities use a hybrid: cost-plus for baseline, value-based for premium tiers.
Popular Pricing Models
Flat-rate monthly: $X per month, unlimited use. Works for high-utilization members. Simple to understand.
Tiered access: Basic (off-peak only), Standard (anytime), Premium (anytime + guest passes). Lets members self-select.
Credit-based: Members buy credits, use them for bookings. Good for facilities with varied member types.
Annual with benefits: Lower monthly cost for annual commitment. Improves retention significantly.
Testing and Iteration
You won't get pricing perfect on day one. Set up a process to:
- •Track member usage vs revenue
- •Survey members about price sensitivity
- •Test different price points for new member promotions
The best facilities treat pricing as an ongoing experiment, not a one-time decision.
#pricing#membership#revenue#business strategy
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