Many gym owners believe they can’t raise prices because their clients “won’t pay that much.” But more often than not, it’s not the price that’s the problem – it’s that clients don’t fully understand the value behind what they’re paying for.

Most gyms put their focus on delivering great workouts, which is important. But that often means the deeper elements, like thoughtful program design, strategic progressions, and expert coaching, go unnoticed by the client. 

If they don’t know those things are happening, they can’t appreciate them. The result? You’re either undercharging for a premium service or seeing clients lose interest and drop off after a few months.

To fix this, you need to reframe how your services are experienced. That means productizing what you do – making the behind-the-scenes expertise visible and tangible. Tools like movement progression notifications, visual boards, and regular educational touchpoints help reinforce the why behind the what every time a client walks through your doors.

In this episode, Randy and Zach talk about one of the fitness industry's most common blind spots: the failure to communicate value. 

Tune in and learn how to bring your work to the forefront, so clients understand what sets you apart – and why that’s worth paying more for.

Key Takeaways: 

• Intro (00:00)
• Limiting beliefs around client pricing expectations (01:25)
• Experience vs. true client-perceived value (03:54)
• The iceberg analogy for unseen value (06:19)
• Law of Diminishing Value explained (10:10)
• The role of Semi-Private Pro and Lift systems (13:43)
• Embedding client communication into training sessions (20:13)
• Perception of workout variety vs. intentional programming (24:27)

Additional Resources:

- Schedule your SpringBoard call  

- Stop the summer slump before it starts - slash membership freezes by 50%   

- A tool for deciding on new gym services – 5-Question Matrix 

- Get 30 days of Semi Private Pro on us! 

- Apply to join the Iron Circle 

- Get your early bird ticket for the 2025 Growth Summit in Nashville 

- Get access to the 2024 Growth Summit recordings

- Tim's new book - Built to Win by Tim Lyons 

- ProFit Accelerator: Helping Training Gyms Grow to 30K/month and Beyond Facebook group

- SOP in a Day Workshop 

- Switch to Semi Private course 

- Business Accelerator Program    

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