Pricing a fitness class is one of the few decisions in a studio that touches almost everything else. Get the headline number wrong and your retention numbers go strange. Price the pack wrong and you build up a long tail of customers who never come back. Price the unlimited wrong and your most engaged customers cost you money.
What follows is a calm reference, not a benchmark. There is no “correct” price for a yoga class — there’s only the price that fits your room, your neighbourhood, your teachers and your costs.
A note on methodology
We looked at public pricing across European studios — pulled from their websites and booking pages — and combined it with what we see across the studios using our software. We don’t have a survey of 200 studios. The numbers below are rough ranges, not statistics. They’re a useful reference point, not a target you should match.
What studios in Europe are charging in 2026
Three things are true at once in the European market: the Nordics and London sit at the top of every range; southern Europe sits at the bottom; specialised formats (reformer pilates, hot yoga, boutique HIIT) consistently price 20-40% above generalist group fitness. Below is what that looks like in numbers.
Drop-in single class
- UK (London / Manchester / Edinburgh): £14-£22 (boutique £18-£28)
- Germany / Netherlands / Austria: €15-€22
- Spain / Portugal / Italy: €10-€16
- France / Belgium: €15-€25
- Denmark: 130-180 DKK
- Sweden: 150-220 SEK
- Norway: 200-280 NOK
Class packs (5 and 10 sessions)
The discount on packs is fairly consistent across markets. A 5-pack typically prices the per-class rate at 80-90% of drop-in. A 10-pack typically prices it at 70-80%. So a studio with a €18 drop-in usually sells:
- 5-pack at €75-€85 (effective €15-€17 per class)
- 10-pack at €130-€160 (effective €13-€16 per class)
We see studios go further than this — 50% off for a 20-pack, for instance — but the discount usually doesn’t buy them more attendance. It buys them customers who treat the pack as a tax-deductible commitment and then attend twice.
Unlimited monthly
- UK: £75-£130 (London boutique £130-£180)
- Germany / Netherlands / Austria: €79-€120
- Spain / Portugal / Italy: €55-€95
- Nordics: 800-1300 DKK / 950-1500 SEK / 1100-1700 NOK
Roughly: an unlimited membership is priced at six to eight drop-ins. If a customer attends more than that, they’re below your variable cost. If they attend less, you’re collecting friction-free revenue. The maths only works if your distribution is concentrated at the high-frequency end.
What seems to work
1. Charge for value, not by quality (the £8-£12 trap)
We see this regularly: a careful instructor in a clean, well-run studio prices their drop-in at £10 or €12, because they don’t want to feel “greedy”. The customer then slots that price into the same mental bucket as a council leisure-centre class. The pricing actively undermines the quality signal.
Above £15 / €17, a class reads as boutique. Below it, it reads as commodity. If your room, your teachers and your sequencing are boutique, the price has to match — otherwise the customer comes once, enjoys it, and never understands why they should commit.
2. Class packs that don’t expire create churn problems
A non-expiring pack feels generous. In practice, it builds up a long tail of customers who paid you money two years ago, feel vaguely obligated, and never come back. Worse, it distorts your active-customer count: your dashboard shows 300 pack-holders, but only 80 are actually attending.
We recommend a 3-6 month expiry. Long enough that customers feel respected. Short enough that the pack creates urgency. If you want to be generous, allow one free extension on request — that’s the right place to be flexible, not in the default.
3. Unlimited memberships work for high-frequency studios, less for casual ones
Unlimited works at CrossFit boxes, reformer pilates studios, hot yoga rooms — any format where the engaged customer goes three to five times a week and the membership pays for itself emotionally even if not always mathematically.
It works less well at vinyasa studios with a casual customer base, where the price-conscious customer self-selects into unlimited and attends six times a month — exactly the break-even point. You’re trading variable revenue for a fixed price, with no upside. For casual studios, a 10-pack with a 4-month expiry is usually the better default product.
4. Discounts for direct debit or annual rarely worth the cashflow drag
The classic move: 10% off if you pay annually, 5% off if you commit to direct debit. The thinking is that you lock in retention. The reality is that you’re selling a discount to customers who would have stayed anyway, and you’re trading a year of monthly cashflow for a single up-front payment that’ll be spent in a quarter.
If retention is your problem, fix retention. Annual discounts mostly reward the customers who were going to stick around regardless.
“Most studios are under-priced because raising feels harder than holding. The customers who leave over a 5% rise were usually leaving anyway.”
Pricing mistakes we see
Pricing the membership at “eight classes worth” without checking attendance
The classic move is to set unlimited at the equivalent of eight drop-ins. If your engaged customers attend twelve times a month, you’re losing money on every active member. We’ve seen studios run for two years before noticing this — the membership felt like growth and they didn’t look at unit economics until cashflow tightened. Look at your distribution before you price.
Stacking too many tiers
Drop-in, 5-pack, 10-pack, 20-pack, monthly limited (4), monthly limited (8), unlimited monthly, unlimited annual, student tier, off-peak tier, partner tier. Twelve products on the pricing page is too many. Customers freeze, default to the cheapest option, and you’ve solved no real problem.
Three to four products covers almost every studio. Drop-in. One pack. One membership. Optional student / concession tier. That’s usually enough.
Confusing introductory pricing with positioning
A “3 classes for €30” intro offer is a sensible acquisition tool. A 50%-off-forever new-customer rate, advertised on the pricing page, is a positioning problem — it tells your existing customers that they’re paying the wrong price, and it tells new customers that the listed price is fictional. Keep the intro offer separate from the pricing page.
Forgetting late-cancel policies are part of pricing
A 24-hour cancellation window with a real consequence (the class deducted from the pack, or a small fee) is part of the pricing system. It’s the bit that keeps unlimited members from booking five classes a week and attending two, silently locking out customers who would have attended. The right policy isn’t harsh — it’s symmetrical. You commit to running the class. They commit to showing up.
Should you raise prices in 2026?
If you haven’t raised prices in two years, probably yes. Most studios are quietly under-priced, because raising feels harder than holding. A 5-10% rise, announced calmly with at least 30 days’ notice, rarely loses you the customers you’d want to keep.
The studios we see lose customers around a price rise are usually losing them for retention reasons that the price rise just made visible — a tired schedule, a drifting teacher line-up, a booking system that frustrates the customer twice a week. If your retention numbers are healthy, a small rise is mostly absorbed. If they’re not, the rise won’t fix the underlying issue and you should fix that first.
One small thing: communicate the rise yourself, by email, with a sentence about why. “Studio costs have risen and we’ve held prices since 2024 — from June 1, drop-in goes from €17 to €19.” That’s the whole email. Customers don’t need a 400-word explanation. They need notice and a clear number.