In this episode, Randy and I talk about a simple pricing strategy most gym owners overlook: the 99¢ pricing effect. We also preview our upcoming Iron Circle Experience in Orlando with speakers Joey Coleman and Jeff Hoffman and revisit a big lesson Joey shared with us, most gyms spend heavily on marketing but ignore member retention, even though improving retention is one of the fastest ways to grow revenue.

I break down how adding just $0.99 to a weekly membership can generate more than $10,000 per year with 200 members, thanks to basic psychological pricing. We also talk about why gym owners shouldn’t fear raising membership rates, especially with rising costs, inflation, and increased service value.