This course dives into the art and science of pricing — the single most powerful lever for profitability in the fitness industry. Led by Alan Leach, CEO and Director of Sales & Marketing for West Wood Clubs in Dublin, this session unpacks decades of research and real-world case studies to show how health clubs can increase revenue, retention, and perceived value by mastering price positioning and psychology.
From understanding pricing power and willingness to pay, to applying proven tactics like anchoring, prestige pricing, and charm pricing, you’ll discover how small adjustments can produce dramatic gains in profitability without sacrificing membership growth.
What You’ll Learn:
✔️ Why pricing is the #1 driver of profit and often the most overlooked business decision
✔️ Frameworks to evaluate “willingness to pay” and avoid leaving money on the table
✔️ The role of price in positioning your club as budget, mid-market, premium, or luxury
✔️ Pricing psychology concepts — including anchoring, prestige effect, and charm pricing — and how to apply them to memberships, PT, and more
✔️ Step-by-step strategies for implementing price increases with confidence and minimal member pushback
✔️ How to train staff to present pricing as value-first and overcome price objections
Whether you’re hesitant to raise fees, considering new membership models, or looking for smarter ways to package and sell services, this course will equip you with actionable strategies to maximize profitability, strengthen brand perception, and future-proof your pricing decisions.
About the instructor
Alan Leach is a globally recognized expert in fitness business sales and marketing with over 35 years of industry experience. As CEO of West Wood Club in Dublin, Ireland, he leads six clubs serving over 44,000 members. A former Chair of IHRSA and one of only two non-U.S. leaders to hold the position, Alan received the 2024 IHRSA Global Leader Award. He is a sought-after international speaker and has presented at conferences across the U.S., Europe, Asia, South America, and Russia. In 2024 and 2025, he was selected as a judge for the AusActive Awards and as a lead presenter at the Arnold Schwarzenegger Sports Festival in South America. Alan also contributes regularly to industry publications like Club Solutions Magazine, offering insights on sales, marketing and business strategy.
