What should a class cost? A pricing guide for 2026

"What do you charge for a class?"

It is one of the questions that makes most instructors stumble. Because what is the right answer? You want to be accessible — but you also have rent to pay. You don't want to look greedy — but you've spent thousands of kroner and hours on your training.

Pricing is not a question of what you think your class is worth. It is a question of maths, the market and the value you deliver to your customers.

Here is how to find the right price.

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What does a class cost in Denmark in 2026?

Let's start with reality. Here is what Danish studios typically charge:

But these numbers are just the starting point. The right price for your studio depends on your costs, your city and what you offer.

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Work backwards: what do you need?

The best way to find your price is to start with your costs and work backwards.

Example: a small yoga studio in a mid-sized Danish town

If you want to take 20,000 kr. home for yourself (before tax), your revenue therefore needs to be at least 27,900 kr. per month.

With a monthly membership at 399 kr. that requires 70 paying subscribers. With a 10-class pass at 900 kr. it requires roughly 31 passes sold per month.

Run your own numbers — it gives you a far clearer picture of what your classes need to cost.

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The 3 pricing models — and when to use them

1. Single payment

Upside: Low barrier. Customers can try a class with no commitment.
Downside: Unstable revenue. You never know what you'll earn next month.
Use it for: Drop-in, workshops, events, intro offers.

2. Class pass

Upside: The customer commits to several visits. You get the money up front.
Downside: The money arrives in chunks, not evenly.
Use it for: Customers who come 1-2 times a week and want flexibility.

3. Subscription (membership)

Upside: Predictable, recurring revenue. You can plan.
Downside: Requires critical mass — you need enough subscribers to make it work.
Use it for: Core customers who come regularly. This is where the money is.

Our recommendation: offer all three

Most successful studios offer all three models:

• Single classes to attract new customers
• Class passes for those who want a small commitment
• Membership as the clearly best deal — and steer customers towards it

Make the membership the most attractive option. If a single class costs 120 kr. and a membership is 399 kr. for unlimited access, the choice is easy for anyone who comes more than 3 times a month.

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5 classic pricing mistakes

1. You start too low

It is enormously hard to raise prices once your customers are used to a low one. Start a little higher and offer introductory discounts instead.

2. You compare yourself to the cheapest

There is always someone cheaper. That is not a contest you want to win. Compete on quality and experience, not price.

3. You forget VAT

With the new VAT rules from 2026, most studios have to add 25% VAT on top. If your class costs 100 kr., you only keep 80 kr. Price with VAT in mind.

4. You have no premium option

Offer something more expensive: private sessions, small classes (max 6), workshops, retreats. Some customers are happy to pay more for an exclusive experience.

5. You never change your prices

Revisit your prices at least once a year. Rent goes up, your experience grows, inflation rises. Your prices should keep up.

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What about intro offers?

Intro offers are great for attracting new customers. Here is what works:

• "First class free" — the lowest barrier. Always works.
• "3 classes for 99 kr." — gives the customer time to get hooked.
• "First month half price" — good for nudging towards a membership.

But remember: an intro offer is an investment, not a loss leader. The point is to convert trial customers into regulars. Follow up after the intro offer — a personal message works wonders.

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The most important rule

Here is the truth about pricing: your customers are not paying for a class. They are paying for the change the class gives them.

Less stress. Better sleep. More energy. Community. Mobility. Calm.

That is what you sell. And it is hard to put a price on — but it is certainly not 49 kr.

Believe in the value you deliver, and price accordingly.

This article was last updated on 30 December 2025.