Last week, I had a conversation with a newly qualified instructor who asked me the question almost every wellness business owner has asked themselves at some point:

“How much should I charge for my classes?”

It’s such a simple question, but it comes with so much weight. I could hear the worry in her voice – was she charging too much? Not enough? Would people think she was being greedy? Would they even show up if her prices weren’t in line with everyone else’s?

Here’s the truth: most instructors and studio owners end up guessing. Or worse, they just copy what others in their area are charging. But building your pricing strategy on someone else’s numbers is a surefire way to undervalue yourself and create long-term financial stress.

So, let’s talk about value-based pricing – and why this one shift can change everything in your business.

Pricing for Value

When we think about pricing, it’s easy to focus only on the transaction – one class, one hour, one client. But your clients aren’t just paying for a workout, a yoga session, or a massage. They’re investing in the way they’ll feel after they leave, the energy they’ll carry into their week, and in some cases, the transformation of their health and lifestyle.

That’s priceless. And yet, too often, we reduce it to “just an hour.”

The key to value-based pricing is shifting your perspective:

• You are not competing with the instructor down the street.

• You are offering a unique experience, built on your skills, your training, your personality, and your care.

• When you own your value, your clients will too.

Of course, this doesn’t mean plucking a number out of thin air. It means being intentional – looking at your costs, your goals, your expertise, and the real transformation you’re providing. From there, you can set prices that feel aligned, confident, and sustainable.

And here’s the exciting part: once you get your pricing right, it not only impacts your income – it impacts how clients see you. Confident pricing signals a confident business.

That’s why I’ve created a new app called The Pricing Toolkit to help you take the guesswork out of this process and finally feel certain about your numbers. (More on that below!)

The Pricing Toolkit

If you’ve ever wished you could stop second-guessing your prices and finally feel confident about your numbers, my Pricing Toolkit is designed exactly for you. Inside, you’ll get 3 powerful calculators that make the process simple and stress-free:

• A Pricing Calculator to help you set clear, confident prices for your services.

• A Class Pack Calculator so you can bundle sessions in a way that works for you and your clients.

• A Membership Calculator to ensure your recurring offers are sustainable and profitable.

No more guessing, no more copying what others are charging - just clear, easy-to-use tools that help you set prices that reflect your value and support the business you’re building.

All for less than the cost of a class… just £12.99 (one-off fee)

Will It Work for You?

If you’ve ever stressed about what to charge or worried you’ll scare clients away with your prices, this week’s steps are for you. Implementing even one of these can help shift you toward confident, value-based pricing.

Steps to Put It Into Action:

• List out the real value clients get from working with you (beyond the session itself).

• Review your business costs and ensure your pricing isn’t leaving you short.

• Stop comparing your prices to others – focus on what feels aligned for your business.

• Practice saying your prices with confidence – no apologies, no hesitation.

• Check out The Pricing Toolkit I’ve created to walk you through the numbers step by step.

The key this week is to remember: your prices are not just numbers – they are a reflection of the value you provide and the business you’re building.

You’ve got this – and your future self (and your bank account!) will thank you for getting this right.

There’s still a couple of spots for 90-Day planning calls available - You can even pay in instalments with Klarna if needed.

You’ll walk away with:

• A personalised roadmap for Q4 - no templates or guesswork.
  

• Crystal clarity on your goals and how to reach them.
  

• Practical, aligned actions tailored to your energy and business model.

Spots are limited and I only open these a few times a year - so if this speaks to you, don’t wait.

Click here to book your 90-Day Planning Session

Let’s get you focused, fired up, and feeling in control again.

If you don’t already know me, my name is Emma Lovelock, I run an award-winning Pilates Studio in Hertfordshire, UK and I am on a mission to help other business owners in the wellness/fitness industry become more knowledgable in running a business and to give the tools and systems to make them more money, with less stress and save them time.

RESOURCES FOR EXTRA MOMENTUM

If you're looking to attract more leads, boost visibility, or get your offers in front of the right people - these two tools are a brilliant place to start.

And the best bit? You can get free access for 1 month using my link below.

Ongoing access to this resource - plus hundreds of other expert trainings, templates, and tools - is just £99 + VAT per month after your free trial. No pressure, cancel any time.

Here are two of my personal favourites:

👉 Click here to get free access to both trainings for 1 month