We constantly claim that the semi-private training model is the key to scaling your gym business. However, there are gym owners who struggle to charge premium prices for it.

Usually, they assume it’s just a smaller version of group training, so they price it too low. At the same time, they hope clients will see the difference and the value of their program.

But something else happens...

Clients see their semi-private training as just another class. So, naturally, they start comparing it to cheaper options – big-box gym classes, boot camps, or even free YouTube workouts. And when everything looks the same in an equation, you get the same result: they go for the cheapest option every time.

So, at some point, you have to stop treating semi-private training like just another class and start treating it like personalized coaching – because that’s what it really is. Focusing on session size is wrong. What you need to highlight is:

• customized programming
• expert coaching
• structured progression

Because when clients understand they’re getting a high-touch, individualized experience, they won’t compare prices – they'll commit to results.

In this episode, Tim and Randy explain how gym owners can position, price, and scale semi-private training the right way.

Tune in and let them help you stop justifying your prices and competing with budget-friendly fitness options.

Let’s dive in!

Key Takeaways: 

• Intro (00:00)
• Clients pay for solutions, not workouts (01:01)
• Large group vs. semi-private training (05:06)
• Structured, individualized programming matters (12:44)
• Free trials devalue premium services (17:08)
• BMW’s pricing mistake & discounting risks (22:57)
• The right way to offer risk-free trials (24:56)
• Switching from large group to scalable semi-private training (27:33)

Additional Resources:

- Get 30 days of Semi-Private Pro on us! 

- Check out our Switch to Semi-Private course 

- 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

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

- SOP in a Day Workshop 

- Business Accelerator Program   

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