💥⚓Your Fitness Packages Aren’t Too Pricey—They’re Just Not Anchored

👋 Hey Visionaries,

Let’s get real—most of the time, when a prospect says, “That’s expensive,” they’re not telling you about their bank account. They’re telling you about your positioning.

And here’s the uncomfortable truth:

If you throw out your price without giving it a frame, you’re asking them to compare it to… well, whatever random thing pops into their head.

Netflix. Costco. The $40 gym they barely use.

When you don’t control the comparison, you lose the sale before you’ve even started.

That’s why price anchoring isn’t a “nice idea.” It’s a must-have if you want to sell premium without discounting. Done right, it makes your higher-ticket offers feel like the obvious, safe choice—even in a price-sensitive market.

Let’s deep dive into it. 👇

🎧 Prefer to Listen?

Catch this edition’s audio breakdown in the FitVision podcast, available now in the Supafitgrow Circle Community.

💡 “It’s Not the Price… It’s the Comparison”

Humans don’t think in absolutes. We think in relative. We judge price by comparing it to something else. If you don’t set the “something else,” your prospect will, usually badly.

Example:

You tell someone your unlimited membership is $299/month. They silently compare it to their current $99 chain gym. You’ve just lost the value game.

But…

If you start with your $2,400/year all-inclusive transformation package, then drop the $299/month plan right after, the $299 feels easy. Manageable. Even smart.

The only thing that changed? The anchor.

🔥 The Fix: Lead High, Step Down, and Frame the Win

Here’s how to take control of the comparison game:

✅ Start With Your Most Premium Offer
Lead with the “everything included” package, even if you think most people won’t take it. It sets the mental frame for what your service can be worth.

✅ Follow With Your Main Offer
This is your bread-and-butter option. By putting it after the high anchor, it’s no longer “expensive”; it’s a logical step down.

✅ End With the Limited Option
This is the “basic” package that’s fine, but clearly missing pieces the other two have. It’s there to make the middle offer shine.

🎯 Pro tip: The bigger the perceived gap in value between the high and middle offer, the stronger the pull toward the middle.

🧠 What Studio Owners Miss: Anchoring Works Everywhere

Price anchoring isn’t just for face-to-face sales; it works anywhere your prices show up:

• Website pricing pages: Put your premium option first and badge your main option as “Most Popular.”
  

• Ads and emails: Lead with the full annual value before revealing the monthly. (“Worth $3,588 annually. Yours for $299/month.”)
  

• Printed flyers: Same order: premium first, hero package second, basic last.
  

• Even on your walls: A well-designed price board in-studio keeps the anchor in front of members all year.

Anchoring isn’t a one-off tactic. It’s a habit that shifts how your audience sees you forever.

📦 Build Your Price Anchoring Engine (and Keep Running It)

🧩 1. High-Anchor Presentation
Your first price is your most important one. Make it high and make it worth it.

📣 2. “Smart Choice” Labeling
People want to feel they’re choosing what most others choose. Tag your hero offer as the “Most Popular” to remove hesitation.

💡 3. Contrast Without Killing Your Base Package
The low tier should still be decent, just not as appealing. If it’s too bad, it feels like a gimmick. If it’s too good, it undercuts your hero offer.

🧭 Mindset Reset: “People Around Here Won’t Pay That…”

If you’ve ever said this out loud (or in your head), here’s the reality check: People aren’t allergic to your price; they’re allergic to uncertainty.

If your offer is vague, $299 feels steep. If it’s anchored against something more expensive, specific, and valuable, $299 feels like a smart move.

Your job is to make them think: “This isn’t just affordable—it’s a bargain compared to what else I could do.”

📘 New Resource: The Price Anchoring Playbook

Want the exact framework for selling high-ticket memberships without discount wars? We’ve built you the guide:

✅ The “Three-Tier Offer” that naturally pushes buyers toward your most profitable option
✅ Exact scripts to anchor in-person, over the phone, and in marketing materials
✅ Pricing page templates that build value before price

👉 [Join the Circle Community to Access the Playbook]

Because when you control the anchor, you control the sale.

🗣️ Share Your Story!

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Here’s to building your vision!
Michael Friedman - Chief Editor